Google finally announced their long rumored acquisition of FeedBurner.
FeedBurner is a small company of about 30 employees and although the exact financial details have not been released, Google will pay around $100 million for the platform that allows content creators to monetize their feeds with ads. FeedBurner also offers detailed analytics that measure who is getting the feeds.
“FeedBurner has created an effective set of tools,” said Susan Wojcicki, Google’s vice president of product management.
“We think this will be a win for users, publishers and advertisers on the Internet,” she said. “FeedBurner shares our vision for making ad and content distribution very measurable.”
According to Dick Costolo, FeedBurner CEO and co-founder, his company has serviced 431,731 publishers worldwide as of Wednesday of last week. The company is a major distributor of RSS feeds for publishers such as Reuters and USA Today.
By acquiring FeedBurner, Google has secured an avenue that many advertisers are beginning to turn to more often in an attempt to reach niche audiences.