Google Makes Radio Play With dMarc Purchase
January 17, 2006 at 8:10 AM (PT)
The WALL STREET JOURNAL is reporting that GOOGLE has agreed to acquire radio advertising firm DMARC BROADCASTING for $102 million in cash, and additional payments that could be worth up to $1.14 billion if performance targets are met over the next three years.
The report says that GOOGLE plans to integrate DMARC's technology, which connects advertisers directly to radio stations and allows ad tracking and automatic scheduling of spots, into its ADWORDS advertising program.
"GOOGLE is committed to exploring new ways to extend targeted, measurable advertising to other forms of media. We anticipate that this acquisition will bring new ad dollars and accountability to radio by combining GOOGLE's expansive network of advertisers with DMARC's talented team and innovative radio advertising technology," said GOOGLE VP/Advertising Sales TIM ARMSTRONG.
DMARC BROADCASTING was formed in 2004 by the combination of SCOTT STUDIOS, COMPUTER CONCEPTS, and the broadcast assets of DMARC NETWORKS. It is run by CHAD and RYAN STEELBERG, who serve as CEO and president, respectively. The brothers previously founded ADFORCE, an online advertising firm acquired by CMGI Inc. in 1999 for $500 million in stock, and BROADBAND DIGITAL GROUP, a now defunct provider of free broadband access.