Google has sold its Google Radio assets to a company called WideOrbit, in the latest sign of Google’s failed efforts to expand its ad empire beyond the Web.
Google Radio, an online radio ad buying service that the company shut down earlier this year, was one of the many offline initiatives that failed to see the traction Google had expected. In an ambitious plan led by former executive Tim Armstrong, Google had also tried to expand into TV and newspaper advertising; none these efforts have gone very well.
San Francisco’s WideOrbit, a decade-old company that has raised more than $30 million in funding from investors including Mayfield, Khosla Ventures, Greycroft partners and Hearst Ventures, said it is buying the various assets that made up Google Radio, including Google Radio Automation, SS32, and Maestro.
The press release is here. WideOrbit says it is used by more than 1,300 television stations, radio stations and cable networks around the globe, managing more than $12 billion in advertising revenue. Its clients include NBC, Telemundo, Hearst Television, Gannett and more.
The Google sites for the properties have already been removed, but you can still see some cached versions of what they looked like. The products also let you manage and broadcast audio content easily via on-screen widgets.