Industry News

Google dives into radio advertising

Internet giant acquires radio tech company for $102 million

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Google Inc. today announced that it plans to branch out into the radio advertising business. Google has agreed to acquire dMarc Broadcasting Inc., a Newport Beach, Calif.-based technology company focused on the radio broadcast industry. "In the future, Google plans to integrate dMarc technology into the Google AdWords platform, creating a new radio ad distribution channel for Google advertisers," according to the announcement. DMarc connects advertisers directly to radio stations through an automated advertising platform. The platform simplifies the sales process, scheduling, delivery and reporting of radio advertising and allows advertisers to efficiently purchase and track their campaigns, according to the announcement. For broadcasters, dMarc's technology automatically schedules and places advertising, helping to increase revenue and decrease the costs associated with processing advertisements. "Google is committed to exploring new ways to extend targeted, measurable advertising t...