14 DAY TRIAL // Last week, there were only rumors. This week, it is the pure truth because the Mountain View company finally confirmed the acquisition of FeedBurner, the Chicago-based firm that is focused on blog and RSS feeds management. "Google believes that feed-based content and advertising is a developing space where we can add value for users, advertisers and publishers. FeedBurner's technology and talented team are a great addition to Google's current solutions for advertisers and publishers," the search giant tried to justify the acquisition.
As we all expected, the Google will bundle the FeedBurner's services into its own products and provide more powerful solutions containing RSS-related abilities. However, FeedBurner will remain an operation as a stand-alone service until the Mountain View company manages to implement all its functions.
Last week, it was rumored that Google wants to buy FeedBurner in a move to expand its advertising platforms and include ads into the RSS feeds. At this time, a considerable number of Internet users are reading articles and news through their RSS feeds, the main websites being quite neglected. Because of that, Google's adverts are also useless so the search giant needed a technology to change things a little bit. Using FeedBurner, Google may implement adverts straight into the RSS feeds and attract the same number of clicks, just like the original platform based on websites.
"While we don't release specific projections, we think there is great value in feed-based advertising. As more and more content emerges on the web, users are looking for an easier way to aggregate that content. We think we can create opportunities for advertisers to reach their target audiences while maintaining a high quality user experience," Google said about its plans.
Although the deal was already confirmed, Google refused to mention the terms of the acquisition and how much the company paid for FeedBurner.