I have just heard from a VERY trusted source that Google is buying Feedburner in order to get into the rapidly evolving RSS Ad market. The delay in announcing the deal, I am told is solely due to the delay in closing out the DoubleClick deal.
If true this deal makes a lot of sense for both parties. Today many of us predominately read blogs via our RSS readers and thus never actually visit the original blog source and/or see the sites supporting adverts.
So RSS has effectively eliminated the potential value of AdSense and DoubleClick because the majority of people never view them. This is already hurting publishers who rely heavily on the income generated by people watching or clicking on adverts.
Therefore I think it would be a smart move by Google to acquire FeedBurner, simply because Google could then start to serve their own ads (Adsense or DoubleClick) into the RSS stream.
Google to acquire Feedburner?
Posted on Wednesday, May 23 2007 @ 01:20 CEST by Thomas De Maesschalck