It’s Official: Google Acquires FeedBurner

Another open secret becomes official … Google has acquired RSS distributor FeedBurner and its FeedBurner Ad Network, filling a significant gap in its own advertising offerings. No terms are being disclosed officially; the deal already has closed. The reported price when the most recent round of reports started: about $100 million.

From the official FeedBurner blog: “We are confident that we are going to be a part of the company that can best deliver the most comprehensive suite of services to publishers.” Susan Wojcicki, VP, Product Management, wrote about the acquisition at the official Google blog.

There’s also a FAQ that includes this answer to the why question: “Google believes that feed-based content and advertising is a developing space where we can add value for users, advertisers and publishers. FeedBurner’s technology and talented team are a great addition to Google’s current solutions for advertisers and publishers.”

Some mixed messages on autonomy and the future. Here’s the FAQ on the subject: “Q. Will Google assume full operational control of FeedBurner, or will FeedBurner remain autonomous? A. We are excited to have the FeedBurner team join the Google team. The FeedBurner website will remain operational as we continue to integrate their technologies with Google’s tools.” Another answer says it’s too early to tell how FeedBurner will be integrated and another says FeedBurner will continue to sign new users.

Lots of red flags already flying from privacy watchers. Here’s the FAQ: “We believe that notice and choice are the foundations of privacy. As such, we are committed to transparency for our end users, and to respecting the choices they make with regards to their privacy preferences. The transition to Google