You were wondering what Google was going to do with all that dough burning a hole in their pocket? Well, besides acqu-hiring (see “Google's Deals”), they're buying a radio-based advertising ad platform, in the form of dMarc Broadcasting.
From the press release:
dMarc connects advertisers directly to radio stations through its automated advertising platform. The platform simplifies the sales process, scheduling, delivery and reporting of radio advertising, enabling advertisers to more efficiently purchase and track their campaigns. For broadcasters, dMarc’s technology automatically schedules and places advertising, helping to increase revenue and decrease the costs associated with processing advertisements.
Google is expected to integrate this technology with their AdWords platform: “AirWords” anyone?
Billboard Radio Monitor: “Google Gobbles dMarc Broadcasting”