Google will be acquiring a radio ad company, dMarc Broadcasting, for a reported $1.1 billion. Google has also announced the plans for its latest acquisition – taking AdWords to the radio waves. Tim Armstrong, VP of Sales at Google, says of the plans:

“Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media. 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.”

The SearchEngineWatch blog makes the observation that Google has indeed broken down the barrier of being a pure technology company and morphing – at least partially – into much more of a traditional media company.

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