The Google Feedburner Rumor

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Capping off a busy week of acquisitions and search engine upgrades comes the ‘news’ that Google will be acquiring Feedburner for $100 Million.

If the rumor is correct, then Feedburner will enhance not only Google Analytics & Google Reader, but also Google’s relationship with bloggers.

Yahoo made a smart move with its purchase of MyBlogLog, a social network for bloggers built on the back of a simple analyitcs platform, but Feedburner is also a very established RSS feed consolidation & tracking service which also brings a monetization factor to the table in its RSS feed ads program.

The advertising factor, its reputation and its loyal group of publishers makes Feedburner the ultimate sandbox for Google to tackle the RSS monetization puzzle, which has not quite successfully been solved by anyone yet. Although Feedburner and its competitors like Pheedo (which Yahoo may go after if Google does buy Feedburner) can help some publishers earn some extra revenue, Google’s AdSense (contextual, image & video) and DoubleClick properties may ultimately find a permanent home in the world of RSS aggregation.

Loren Baker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy & development agency.
Loren Baker
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  • Deaf Musician

    Ooooh, that’s going to be nice, if it did happen! That’s cheap though, 100 mill? That’s it?

  • Raj Dash

    ah, crap, not again.


    Makes sense, and its fun to see all this game around advertising : doubleclick: google 1. MS 0. aquantive: google 1. MS 1. Feedburner:google 2. MS 1.

    whos next? performancing? pheedo?

  • Raj Dash

    Even as a long-time contributor to Performancing, I can’t see any value for Google in the site. Pheedo, on the other hand, might be.

    But if Google gets Feedburner, that’s yet another serious property that someone else should have bought first. Anyone for preemptive strikes on other companies? Wireless operators? What does Google want? Go buy that first 🙂

  • Seo Refugee Blog

    Please, for the love of everything that is good in this world, will people stop selling out to Google? I realize it’s a lot of money and I know I’d probably do the same thing if I were in their shoes… but I’m not. Google doesn’t need to get it’s hands on any more information or any more services that I use.

  • Raj Dash

    We need to band together and create our own replacements. But each service is at least a few years old. So can they be self-sustaining enough to earn money? It’d take a lot of effort, and few people will bother. Hence many of us will keep using Google even if we don’t want to.