Urban Unrest

27 February 2006 | Business, Technology | Ernesto Aguilar

Google appears to be jumping toward radio. Check this out:

Google to Acquire Dmarc Broadcasting

Mountain View, CA - Jan 17, 2006 - Google has agreed to acquire Dmarc Broadcasting. Google plans to integrate Dmarc technology into the Google Ad Words platform to create a new radio ad distribution channel for Google advertisers.

Dmarc has stated that its customers will not experience any interruption in service. A Dmarc executive has noted that radio stations will not notice any difference in working with Dmarc after the close of the transaction. Dmarc will continue to operate as it always has, but it will be a wholly owned subsidiary of Google. The Dallas, Kansas City and California offices will remain in place. The Dmarc spokesman went on to add that he expects that the relationship with Google will provide Dmarc with additional technology resources, which will likely result in staff increases and additional product offerings.

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. Google will also make additional contingent cash payments based on net revenue and advertising inventory targets over the next three years up to a maximum payment of $1.136 billion. Google anticipates that the acquisition will close in the first quarter 2006.

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