Google on Friday said it had acquired content syndication and management service FeedBurner, confirming a deal that most in the tech community already suspected.
About two weeks ago, tech industry gossip site Valleywag reported that Google was in the process of acquiring FeedBurner for $100 million.
In a conference call about the deal, Susan Wojcicki, VP of product management for Google, declined to discuss the terms of the deal.
Google has been on something of a buying spree of late. Earlier this month, it acquired Panoramio, a geo-location photo community, and GreenBorder, a browser security company. And that's to say nothing of the recent acquisitions of online advertising companies by AOL, Microsoft, WPP, and Yahoo.
"As you know, we're constantly looking for ways to identify and offer new tools for content creators and Web site publishers," Wojcicki said in a blog post. "Likewise, we constantly aim to give AdWords advertisers broader distribution to an even wider audience of users. For these reasons, we're very pleased to tell you that we've just acquired FeedBurner."
FeedBurner CEO Dick Costolo said in a blog post that the deal would help publishers derive more value from media distribution. "Feeds present a simple and ubiquitous opportunity for publishers to embrace distributed media," he said, "but content distribution standards without metrics, publicity tools, and monetization engines are ultimately of little value to individuals and organizations whose businesses depend on an ability to maximize and measure reach."
During a conference call, Wojcicki said, "We see a lot of growth in how information is being delivered." Costolo referred to this as the "spiraling complexity" of media distribution. Simply put, the Web isn't just about Web pages anymore. Content now exists independent of Web pages. It gets syndicated through RSS feeds and in other formats. Google aims to be wherever the content is, selling ads and services.