The melting pot called Google

Google, one of the fastest growing companies in the world today added another feather to it's cap by diversifying further and buying a radio advertising company called dMarc Broadcasting Inc. for as much as 2 million (£58m) in cash. This is the company's latest endeavor to provide a plethora of services to its customers and broaden its own base to secure its future.

According to the contract while 2 million will be paid in cash upfront, additional payments totaling up to .14 billion will also be paid over the next three years. These additional payments would depend on whether or not certain revenue and ad inventory goals are met.

DMarc, is based in California and operates an automated digital platform that allows easy scheduling and delivers ads over radio. It is also useful in keeping track of when they air. Hence this dMarc technology, helps stations minimize costs.
Dmarc claims to control the largest radio client network in the US.

The internet search giant said it expected to integrate dMarc technology to allow its current advertisers to advertise on radio through Google. If all goes according to plan, it will integrate AdWords, its sales platform for web advertisers, with dMarc's platform to offer radio advertising to its existing AdWords users.

Confirming the company's policy to experiment and branch out, Tim Armstrong, vice-president of advertising sales at Google, said on Tuesday, "Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media."

While commenting on the importance of this latest acquisition to Google as a whole he said, "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."

Reacting positively towards this latest development, Google traded on the Nasdaq staock market at 7.75 in morning trading session, up .50.

The deal is expected to close in the first quarter.

It may be noted that before this move, the company had also by steeping into the arena of e-commerce, such as launching its own video rental scheme, in addition to introducing e-mail accounts, news and map information and other services.

Google had previously bought advertising in print magazines before selling on chunks of the space to its online advertisers.