Michael Arrington of Tech Crunch has the scoop on a deal that people have been speculating about for over a week -- sources close to talks say that Google is about to fork out $100 million dollars for Feedburner.
Rumors about Google acquiring RSS management company Feedburner from last week, started by ex-TechCrunch UK editor Sam Sethi, are accurate and are now confirmed according to a source close to the deal. Feedburner is in the closing stages of being acquired by Google for around $100 million. The deal is all cash and mostly upfront, according to our source, although the founders will be locked in for a couple of years.
What does this mean for Google? The acquisition would for one give them complete access to the most RSS feeds available -- this could mean several things. First, Google knows about blog updates as soon as Feedburner does. That would eliminate much of the delay between when a blog is posted and when it would show up in Google Blog Search.
It also means they have even more inventory to show their advertisements on -- each post in each feed is sellable "AdSense for Feeds" real estate. It shouldn't take long for Google to see a return on this investment.