Google's Acquisition of Feedburner for Expanded AdWords Distribution Channels?

Jun 6, 2007 • 8:58 am | comments (2) by twitter | Filed Under Google AdWords

What will Google's acquisition of Feedburner tell us? At the end of the day, Google wants to make money. As such, a forums post on Search Engine Watch asks whether the acquisition had a goal for Google to expand the Google AdWords distribution channel.

It's entirely possible, and many people agree that this acquisition will also focus on getting more relevant results in the SERPs.

Rob aka evilgreenmonkey says:

It's a reasonable assessment that Google's acquisition of Feedburner simply increases their possible ad inventory (as well as offering some very juicy data). I think that it's highly unlikely that AdWords would be forced onto feeds though, especially without re-numeration. I can see a blogger style implementation happening, where they make it very easy (or maybe the default) to use AdSense in the feeds.

beau summarizes his hypothesis:

BOTTOM LINE: This acquisition increases reach and provides new opportunities for both AdWords advertisers and AdSense publishers. At the same time, it helps Google provide even better results in the SERPS.

I think that this is very true. It will be easier for bloggers to monetize their blogs with Google AdSense integration. I would not be surprised if many new blogs are established as it becomes simpler to monetize via RSS.

Shoemoney is concerned by the recent message on Feedburner's login page that pretty much gives all Feedburner subscribers an option to go with Google or terminate your agreement with Feedburner. I can't say I blame him. That wording is scary.

Forum discussion continues at Search Engine Watch.

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Rick Klau

06/06/2007 03:12 pm

(Copy of a comment I just left on Jeremy's site:) Didn't intend for it to sound scary, we were going more for clarity and no ambiguity. And as a (non-practicing) lawyer, I can tell you that loosy-goosey isn't a popular class in law school. ;) Bottom line, this is just an indication that as a legal matter, "FeedBurner, Inc." is now owned/operated by Google, Inc... so, strictly speaking, the privacy policy is now between you and Google. We felt it best to give everyone a period of time to decide whether that's what they wanted, rather than make it immediate on the day the acquisition closed. Let me know if you have any other questions. --Rick Klau Google (former VP, publisher services, FeedBurner)

Tamar Weinberg

06/07/2007 12:46 pm

Rick, thanks for the update. I noticed that Jeremy updated his post as well.

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