Google has acquired Feedburner apparently, for $100 million.

alarm:clock has an interesting writeup on the deal and why it will benefit both the companies.

According to them, the real benefit of the deal is in Feedburner’s analytics. Furthermore, Feedburner’s links with publishers and podcasters open up RSS and podcasting as two more advertising channels for Google, especially since Feedburners does feeds for sites like IDG and Reuters. (All that, and the observation that the purchase price of $100 million “is a rounding error for Google”)

(Just heading over to FeedBurner to check them out now.. =)

Their FAQ page doesn’t say much about the acquisition.. just the usual about how the terms of the deal are confidential and stuff like that. On whether Feedburner will remain autonomous, the only comment was that the FeedBurner site “will remain operational as we continue to integrate their technologies with Google’s tools”. Now that sounds like it was written from a Google point of view and for a while it looks like the FeedBurner crew have already been assimilated into the Googleplex.

Read

• the FeedBurner blog post about the acquisition
• TechCrunch’s announcement on the buy

[Update: I notice the “Monetize” tab on the FeedBurner control panel speaks about the FeedBurner Ad Network. Anyone know if that was a standard feature or a product of the acquisition?]

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