Google AdWords on the Radio?

January 18, 2006
January 18, 2006 – (HOSTSEARCH.COM) – In a considerable departure from its traditional Internet advertising model, Google Inc. ( has announced it will purchase dMarc Broadcasting, Inc., a California-based digital solutions provider for the radio industry. dMarc maintains an ‘automated advertising platform’ which directs its customers’ adverts to appropriate radio channels. Google will integrate Google AdWords with dMarc’s technology to facilitate radio advertisement distribution for its AdWords customers.

Google will purchase dMarc for an up-front payment of $102 million and make additional ‘contingent cash payments’ if product integration, net revenue and advertising inventory targets are met over the next three years. These payments will be based on performance and could cost the company a maximum of $1.136 billion over the next three years.

"Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media," said Tim Armstrong, Google’s Vice President of Advertising Sales. "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."

"We are excited to be joining one of the most innovative companies in the world," said Chad Steelberg, CEO of dMarc Broadcasting, Inc. "We are bringing together complementary visions of simplicity, efficiency, and accountability to the radio advertising process."

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