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FeedBurner</h1></div></div></header><section class="_3OhA4"><div class="_2h56q"><div class="_3J1te"><div class=""> <span class="_2xetH"><time class="_2_zR-" data-testid="datetime" dateTime="2007-06-02T18:50:00+10:00">June 2, 2007 — 6.50pm</time></span></div></div></div><div class="_2CSKo noPrint"><div class="_1KqZ_"><div class="hLTvJ"><button aria-checked="false" aria-describedby="saveTooltip" aria-label="Save article to read later" class="_31ZN0" role="switch" type="button"><svg aria-hidden="true" class="QMY9O _11R7m" focusable="false" height="1em" width="1em"><use xlink:href="#icon-save"></use></svg><span class="_3-fU6">Save</span></button><div aria-hidden="true" class="_1lwFz uXbxr" id="saveTooltip" role="tooltip"><button>Log in</button>, <a data-testid="login-register" href="https://theage.myfairfax.com.au/channel/4vLxp6nBuWVKEPLaQuUKwA/members/signups/new?callback_uri=">register</a> or <a href="https://subscribe.theage.com.au/?promote_channel=HI_HL_GNL">subscribe</a> to save 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data-ffx-event-label="font size extra large" data-ffx-event-value="0" data-ffx-hittype="event">Very large text size</button></div></div></div></div></section><section class="_1Rw6X" data-testid="article-body-top"><aside class="_2GZaf"><div class="_1q-_I _3sCHz"><div class="container"><div class="adWrapper _2UMq- noPrint" data-testid="ad"><small class="_3ToRr">Advertisement</small><div class="" id="adspot-160x600_300x250_300x600-pos2-desktop"></div></div></div></div></aside><div class="_1ysFk" data-testid="article-body"><div><div class="_5JLqO"><div class="_1Ld7U" id="beyondwords-player"></div><div class="_3Fhwk" data-testid="showPlayerOverlay"></div></div><div class="_1665V _2q-Vk" data-testid="body-content"><p>Google announced Friday that it bought FeedBurner, a firm specializing in delivering podcasts, weblogs, news and advertising to Internet browsers.</p> <p>Chicago-based FeedBurner is a "web feed" firm that lets online publishers constantly send updated news, commentary and other content directly to readers with tools such as Really Simple Syndication (RSS).</p> <p>"We are thrilled with this acquisition," Google vice president of product management Susan Wojcicki said during a conference call with reporters.</p></div><div class="_1lC_G"></div><div class="_1665V _2q-Vk" data-testid="body-content"> <p>"We believe the two companies are very complementary and it will enable Google to bring hundreds of thousands of new sites into AdSense network."</p> <p>Buying FeedBurner lets Google expand its online advertising empire deep into the fast-growing world of direct feeds.</p> </div></div></div></section><div class="_1FVfK"><div class="container"><div class="adWrapper _2UMq- noPrint" data-testid="ad"><small class="_3ToRr">Advertisement</small><div class="" id="adspot-728x90_970x250-pos3-desktop"></div></div></div></div><section class="vPaWe" data-testid="article-body-bottom"><div class="_1ysFk"><div><div class="_1665V _2q-Vk" data-testid="body-content"><p>FeedBurner simplified the process by which users create drop-down boxes in browser windows to receive continuous updates from preferred publishers of news, blogs or other web content.</p> <p>More than 763,000 "live feeds" run through FeedBurner daily delivering content from approximately 430,000 publishers including major news organizations, said co-founder and "new Google executive" Dick Costolo.</p> <p>"The number of feed publishers continues to explode and the number of people subscribing has exploded," Costolo said during the conference call.</p></div><div class="_1lC_G"></div><div class="_1665V _2q-Vk" data-testid="body-content"> <p>"The spiraling complexity we are seeing in the world of media distribution is not over. FeedBurner's focus is providing the right media to the right end-point."</p> <p>Along with news companies instantly updating Internet users merchants are increasingly using the technique to spread word of special offers, such as travel companies sending alerts about seasonal deals, Costolo said.</p> </div><div class="_1lC_G"></div><div class="_1665V _2q-Vk" data-testid="body-content"><p>FeedBurner also excels at tracking what people are reading or watching and which ads are hitting their marks, according to Wojcicki. Google has a proven mastery of targeting ads to online search results.</p> <p>"The opportunity it fills for Google is we have not been as active in providing a monetization option for feeds and that is what FeedBurner does," Wojcicki said.</p> <p>"We want AdWords advertisers to have access to the feeds and publishers on FeedBurner to have access to other Google services. We think this will be a win with users, publishers and advertisers."</p></div><div class="_1lC_G"></div><div class="_1665V _2q-Vk" data-testid="body-content"> <p>Financial terms of the deal were not immediately disclosed. According to some reports Google was to pay 100 million US dollars for FeedBurner, which raised 10 million US dollars in venture capital since its launch in 2004.</p> <p>Costolo and Wojciki said the companies were intent on quickly integrating FeedBurner into Google.</p> </div><div class="_1lC_G"></div><div class="_1665V _2q-Vk" data-testid="body-content"><p>FeedBurner's headquarters will remain in Chicago but its workers will spend a lot of time in Google offices worldwide to weave its technology into the Mountain View, California-company's global operations, Costolo said.</p> <p>"The overlap with the depth and breadth of services that Google provides is almost too perfect," Costolo said. "The reason we are both excited by this relationship is the ability to make one plus one equal three."</p></div></div><div class="noPrint"><div></div><div></div></div><div id="embedded-feedback"></div><div class="_22FRK _2spQv"><section class="aKWhn noPrint" id="endOfArticle"><div class="dLGbc"><div class="hLTvJ"><button aria-checked="false" aria-describedby="saveTooltip" aria-label="Save article to read later" class="_31ZN0" role="switch" type="button"><svg aria-hidden="true" class="QMY9O _11R7m" focusable="false" height="1em" width="1em"><use xlink:href="#icon-save"></use></svg><span class="_3-fU6">Save</span></button><div aria-hidden="true" class="_1lwFz uXbxr" id="saveTooltip" role="tooltip"><button>Log in</button>, <a data-testid="login-register" href="https://theage.myfairfax.com.au/channel/4vLxp6nBuWVKEPLaQuUKwA/members/signups/new?callback_uri=">register</a> or <a href="https://subscribe.theage.com.au/?promote_channel=HI_HL_GNL">subscribe</a> to save articles for 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announced Friday that it bought FeedBurner, a firm specializing in delivering podcasts, weblogs, news and advertising to Internet browsers.</p> <p>Chicago-based FeedBurner is a \\\"web feed\\\" firm that lets online publishers constantly send updated news, commentary and other content directly to readers with tools such as Really Simple Syndication (RSS).</p> <p>\\\"We are thrilled with this acquisition,\\\" Google vice president of product management Susan Wojcicki said during a conference call with reporters.</p> <p>\\\"We believe the two companies are very complementary and it will enable Google to bring hundreds of thousands of new sites into AdSense network.\\\"</p> <p>Buying FeedBurner lets Google expand its online advertising empire deep into the fast-growing world of direct feeds.</p> <p>FeedBurner simplified the process by which users create drop-down boxes in browser windows to receive continuous updates from preferred publishers of news, blogs or other web content.</p> <p>More than 763,000 \\\"live feeds\\\" run through FeedBurner daily delivering content from approximately 430,000 publishers including major news organizations, said co-founder and \\\"new Google executive\\\" Dick Costolo.</p> <p>\\\"The number of feed publishers continues to explode and the number of people subscribing has exploded,\\\" Costolo said during the conference call.</p> <p>\\\"The spiraling complexity we are seeing in the world of media distribution is not over. FeedBurner's focus is providing the right media to the right end-point.\\\"</p> <p>Along with news companies instantly updating Internet users merchants are increasingly using the technique to spread word of special offers, such as travel companies sending alerts about seasonal deals, Costolo said.</p> <p>FeedBurner also excels at tracking what people are reading or watching and which ads are hitting their marks, according to Wojcicki. Google has a proven mastery of targeting ads to online search results.</p> <p>\\\"The opportunity it fills for Google is we have not been as active in providing a monetization option for feeds and that is what FeedBurner does,\\\" Wojcicki said.</p> <p>\\\"We want AdWords advertisers to have access to the feeds and publishers on FeedBurner to have access to other Google services. We think this will be a win with users, publishers and advertisers.\\\"</p> <p>Financial terms of the deal were not immediately disclosed. According to some reports Google was to pay 100 million US dollars for FeedBurner, which raised 10 million US dollars in venture capital since its launch in 2004.</p> <p>Costolo and Wojciki said the companies were intent on quickly integrating FeedBurner into Google.</p> <p>FeedBurner's headquarters will remain in Chicago but its workers will spend a lot of time in Google offices worldwide to weave its technology into the Mountain View, California-company's global operations, Costolo said.</p> <p>\\\"The overlap with the depth and breadth of services that Google provides is almost too perfect,\\\" Costolo said. \\\"The reason we are both excited by this relationship is the ability to make one plus one equal three.\\\"</p>\",\"closeComments\":false,\"headlines\":{\"headline\":\"Google buys Internet news delivery firm 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