Google Buying Feedburner?

Michael Arrington at TechCrunch says that he's confirmed that Google is acquiring Feedburner for close to $100 million. He's citing "a source close to the deal," so he could still be wrong, but if he's right, it's an all-cash deal, mostly upfront, with Feedburner's founders to stay on for a couple of years, at least.

The deal had been rumored to be in the works earlier this week, and ValleyWag said it had confirmed the deal as well.

The move gives Google a working feed-based ad network, but more importantly it keeps Google close to publishers, which it can then try to entice to take on more of its services. Feedburner also offers an impressive analytics package that can be incorporated into both Blogger and Google Analytics.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.