Confirmed: FeedBurner Bought by Google

TechCrunch has confirmed that Google has closed a deal to acquire FeedBurner for $100 million. The deal is all cash and will lock in the founders for a couple of years.

Since FeedBurner is the de facto RSS management service, the only surprise is that the deal didn't happen sooner. Google's own efforts at monetizing RSS feeds have been limited so this acquisition gives it instant entry into RSS advertising as well as data on over 700,000 feeds.

For bloggers, this may be a mixed blessing. One useful side effect of the deal might be streamlining web analytics. Unlike the well-designed pMetrics, Google Analytics doesn't currently work with FeedBurner to track feed statistics, but that may change.

On the downside, publishers who currently run FeedBurner ads in their RSS feeds will lose one area of revenue diversification since many likely use Google AdSense on their blogs.

Labels: Technology

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Confirmed: FeedBurner Bought by Google