feedburnerlogo.jpgThat’s what what U.K. blogger and Web 2.0 consultant Sam Sethi is saying, based on a “trusted source.”

Chicago’s Feedburner places ads at the bottom of RSS feeds, the subscription technology that early adopters use to read blogs and other news. It is slowly becoming mainstream, so while advertising on feeds is a mere trickle right now, it will likely soon become substantial.

This would give Google one more way to fill out its offerings. It is tiresome, for us publishers, to have to sell ads separately, once for the web site, and again for our feeds (no big player offers a way to place an ad on both feeds and sites). By buying Feedburner, Google would become a one-stop shop. There are a few other companies that let people advertise in RSS feeds, including Pheedo, but Feedburner is considered the leader.

One rumor puts the deal amount at around $100 million, which wouldn’t be bad, considering Feedburner only raised $10 million from Mobius, Portage, Sutter Hill and Union Square Ventures.

Keep in mind that rumors of a Feedburner sale have come and gone — and that the rumor mill for M&A these days is somewhat out of control.

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  1. May 21st, 2007
    6:06 am

    Mark Evans - Google Hot about FeedBurner? said:

    [...] provider of RSS publishing tools as well as one of the leading advertising networks for RSS feeds. As VentureWire writes, FeedBurner has also been a long-rumoured takeover candidate so the Google rumors could be nothing. [...]

  2. May 21st, 2007
    8:55 am

    15 Meanings » Who isn’t Google going to buy? said:

    [...] seems as Google has been on a tear lately in their purchases of companies. It has been rumored for the last couple of days that their next target acquisition is going to be Feedburner. It looks like the price tag is [...]

  3. July 27th, 2007
    8:38 pm

    iNotebook.mobi » Rojo: Facebook Speculation; Valley Whining; McCain Meltdown said:

    [...] site, to the dance instead—also for $1 billion. In addition, VentureBeat and GigaOm both wonder whether Google might buy FeedBurner. One company that has actually signed a check is CBS, which [...]

  4. July 27th, 2007
    9:28 pm

    iAmateur.mobi » Rojo: Facebook Speculation; Valley Whining; McCain Meltdown said:

    [...] site, to the dance instead—also for $1 billion. In addition, VentureBeat and GigaOm both wonder whether Google might buy FeedBurner. One company that has actually signed a check is CBS, which [...]

4 Comments

  1. May 21st, 2007
    10:03 am

    60in3 said:

    I’ve been using Feedburner for a while now. The service seems great. Would make sense for Google to buy them. Google is after all a big ad delivery engine and feedburner gets to a lot of eyeballs that wouldn’t otherwise go to the source of the content.

  2. May 25th, 2007
    11:23 am

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  3. May 26th, 2007
    4:00 pm

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  4. May 27th, 2007
    10:13 pm

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