Search Morphs

NYT: Google said yesterday that it would spend up to $1.24 billion to buy dMarc Broadcasting, whose software can allow marketers to send advertisements directly to local radio stations.
It is the most tangible indication yet of Google’s stated ambition to extend its Web-based network, which sells advertisements on thousands of online sites, to other forms of media as well.
Google agreed to pay $102 million in cash for the privately held dMarc, with additional payments of as much as $1.14 billion over three years, depending on how well the company meets certain performance targets.
The Internet search giant has been testing systems that place advertisements in newspapers and magazines, and it has talked of selling ads for television broadcasters as well.
It plans to integrate dMarc into its existing advertising system so that its 400,000 advertisers will be able to place radio ads in addition to those that appear on Google search results pages and the other Web sites where it sells ads.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.