Google ads On Air
p2p news / p2pnet: Google is becoming a radio advertiser, with all that implies.
The company says it’s acquiring dMarc Broadcasting, a California digital solutions provider for the radio broadcast industry, promising it’ll integrate dMarc technology into Google AdWords, “creating a new radio ad distribution channel for Google advertisers”.
DMarc, “connects advertisers directly to radio stations through its automated advertising platform,” says Google. “The platform simplifies the sales process, scheduling, delivery and reporting of radio advertising, enabling advertisers to more efficiently purchase and track their campaigns. For broadcasters, dMarc’s technology automatically schedules and places advertising, helping to increase revenue and decrease the costs associated with processing advertisements.”
“Under the terms of the merger agreement, Google will acquire all of the outstanding equity interests in dMarc, a privately held company, for total up-front consideration of $102 million in cash,” it states.
“In addition, Google will be obligated to make additional contingent cash payments from time to time if certain product integration, net revenue and advertising inventory targets are met over the next three years. The maximum amount of potential contingent payments is $1.136 billion over the next three years.”.
Google expects the deal to close in the first quarter 2006 and, “Substantially all of the payments will be accounted for as part of the purchase price for the transaction.”
“Through our wholly-owned subsidiaries, Scott Studio and Computer Concepts (Maestro), we serve thousands of stations across all markets and formats,” says dMarc.
Also See:
Google – Google to Acquire dMarc Broadcastings, January 17, 2006
