Internet giant Google Inc. has agreed to buy dMarc Broadcasting Inc., a company that automatically connects advertisers with radio stations. DMarc created a platform that allows for easy access to radio stations, as well as ad tracking.
The deal was announced yesterday and is thought to be worth at least US$1.2 billion. Initially, Google will pay dMarc US$102 million in cash. Google plans to add dMarc's technology to its own Google AdWords platform.
The VP of advertising sales at Google, Tim Armstrong, said: "Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media."