dMarc Broadcasting founders bailed their own company a year after Google acquired it in a prospective billion dollar plus “earn out,” undoubtedly believing there would be no billion dollars to be had for them under the Google Radio initiatives.
Google Audio Ads is still a “test,” as Google Print Ads continues to be as well, year after year, no marketplace product has been launched in either domain.
The Google Ad Creation Marketplace that was auditioning radio talent to develop radio spots for advertisers is on hold.
Nevertheless, Google announces a radio ad distribution deal with Clear Channel touting:
The big statement, however, is an under 5% one, that is how much of Clear Channel’s commercial time the number one radio station owner in the U.S. is willing to allow Google to play its “targeted, measurable advertising” game with.
This radio partnership with Clear Channel is a pretty big statement that Google is in the radio industry to stay and have a big impact, Drew Hilles, Google Audio's national sales director.
As in the Google-EchoStar resale deal, the Clear Channel chief thanks Google for its magic, heralding the “hottest sales organization in the world,” would now be selling its inventory, under 5% of it that is.How “hot” is the Google sales effort? See Google: Technology driven or people driven?
How “hot” will Google profits be from brokering someone else’s radio inventory? Off the bat, Clear Channel will "receive the majority of the ad revenue."Don’t count on the AdWords blind auctions, in Google’s sole favor, advertisers bid up their own prices, no obvious ceiling to monetization, $150 billion market cap GOOG fuel.
Perhaps, Google may break even for its efforts.
SEE: Google: The REAL Dish on EchoStar TV ad sales deal and Google Ad Creation Marketplace auditioning radio talent: Exclusive First Look and Google dumped by Dodgeball founders and Google: Will YouTube Kings Chad & Steve bail?