Google acquires FeedBurner

Google continues to swallow up smaller companies at an amazing rate with its acquisition of media distribution and audience engagement services company FeedBurner.

 FeedBurner provides news publishers, bloggers and podcasters with advertising, analytics and other services. The company claims its network consists of more than 431,000 publishers producing more than 736,000 feeds (including nearly 113,000 podcast and videocast feeds).

 We're excited to continue offering the exceptional tools of FeedBurner to content creators throughout the world, and our teams will work together to improve the experiences of feed users, advertisers, and publishers," said Susan Wojcicki, vice president, product management at Google.

"Publishers want a single dashboard and single source for the metrics that give them feedback about the value of their content and its impact on their business," said FeedBurner CEO Dick Costolo. "By combining our market leading feed metrics with Google's market leading site and marketing analytics, publishers now get a comprehensive, 360-degree view of their audience. This 'total perspective' has long been a goal of ours, and we think our combined analytics offering is going to provide publishers with previously undiscovered insights and opportunities."

However, Google officials said it was too early to say how FeedBurner's technology might be integrated with Google's. Until they figure it out, it will be business as usual for FeedBurner.

The parties have not disclosed the price paid for FeedBurner, but rumours put it around $US100 million.