Google Buys Radio Ad Company

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Seeking to expand its vast AdWords empire, Google has announced that they will be purchasing radio ad platform dMarc Broadcasting. dMarc’s technology automates the scheduling, sales, placement, and reporting of broadcast radio advertising. As dMarc’s technology simplifies advertising for broadcasters, Google plans to eventually integrate it with AdWords, giving Google advertisers access to the radio airwaves.

“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. We look forward to working together to continue to grow and improve the ecosystem of the radio industry,” said Google VP of advertising sales Tim Armstrong in a statement.

Google’s AdWords program is known throughout the world for connecting customers to the advertisers who love them. For the addition of an AdWords radio broadcast outlet, Google will shell out at least $102 million for dMarc initially. Over the next three years, if dMarc meets certain undisclosed revenue and ad inventory targets, Google could pay as much as $1.136 billion.

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