Google Buys Radio Ad Firm; AdWords Headed To Radio Distribution

Google is to acquire dMarc Broadcasting, a company that puts ads into radio stations, paying up to $1.1 billion for it. Google plans to distribute AdWords via radio this way. Says Google VP of advertising sales Tim Armstrong in the press release.:

"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. "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."