Google hits dMarc

Google continues to flex its muscle in the marketplace, today acquiring
dMarc Broadcasting, a technology provider of an automated radio
advertising platform that connects advertisers directly to radio
stations. The cash deal is valued at $102 million although 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. If all goes well
(especially for dMarc) the potential contingent payment could hit
$1.136 billion over the next three years.

Dmarc’s technology currently helps radio stations automatically
schedule and place advertising, driving revenues up will dropping
costs. Google plans to integrate dMarc technology into the Google
AdWords platform, creating a new radio ad distribution channel for
Google advertisers.

“Google is committed to exploring new ways to extend targeted, measurable
advertising to other forms of media,” said Tim Armstrong, vice president of
Advertising Sales, Google in a statement. “We anticipate that this
acquisition will bring new ad dollars and accountability to radio by
combining Google’s expansive network of advertisers with dMarc’s
talented team and innovative radio advertising technology. We look
forward to working together to continue to grow and improve the
ecosystem of the radio industry.”

dMarc customers will not experience any interruption in service. For more
information on dMarc Broadcasting, please visit

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