In a move that has implications for corporate bloggers, blog publishers and blog advertisers, RSS feed management company FeedBurner will today announce the purchase of Blogbeat, a blog measurement firm. The companies aren’t disclosing the financial terms of the deal. FeedBurner plans to integrate the Blogbeat analytics platform into its own free feed measurement system by the fourth quarter of 2006. Next year, the combined company will begin to offer fee-based services.
Interesting to see FeedBurner, which has played exclusively in the feed space up until now, get into blog metrics. It makes sense in some ways, in that the same marketing person is likely to have responsibility for feeds and the blog. However, you’d think most larger publishers would already have blog analytics as part of their overall Web analytics platform.