NEW YORK — Google has made its first buy in the broadcast arena, a small deal that could lead to bigger ambitions. The Silicon Valley darling has acquired dMarc Broadcasting, a little-known company that manages advertising for hundreds of radio stations.
Move could be first step in allowing Google to sell paid-search ads on the radio the same way it does for advertisers on the Web. It also could indirectly lead to audio search, which Google doesn’t currently offer.
Google paid $102 million for the firm, but deal contains incentives that could send price as high as $1.25 billion if ad and revenue targets are hit.