GoogleBurner: Google-Feedburner Alliance Implications

There’s quite a talk about the recent Google acquisition of Feedburner. While Google is the known search giant, not as much people are aware that Feedburner allows bloggers and podcasters to manage their RSS feeds and track the number of subscribers.

So why did Google buy Feedburner?

I guess when Google bought Urchin in 2005 we also thought of a similarly constructed question. Why on earth will a search engine be involved in a web analytics business. Fast forward and we are enjoying the free reports in its latest reincarnation. Can we expect the same thing to happen with Feedburner in the fold?

Let’s take a look at the statements released by the two companies.

Both Feedburner and Google’s statements state an obvious purpose why the deal was consummated:


Q. Why did Google acquire FeedBurner?

A. Google believes that feed-based content and advertising is a developing space where we can add value for users, advertisers and publishers. FeedBurner’s technology and talented team are a great addition to Google’s current solutions for advertisers and publishers.

From Susan Wojcicki, VP, Product Management at Google’s official blog:

Likewise, we constantly aim to give AdWords advertisers broader distribution to an even wider audience of users.

The acquisition is aimed to primarily provide AdWords advertisers another option to place their ads through syndicated feeds using Feedburner. Google continues to add that it is quite early to tell whether Feedburner will be integrated with any Google product, notably Google Analytics (which I am hoping for) and other questions relating to revenue projections, market share and pricing model. I bet Google is at the drawing boards discussing the matter as of press time.

But what else does it bring? As with any other Google Acquisition (read: DoubleClick, YouTube and other popular companies) there lies different observations over the whole deal.

1. Mark Jackson at ClickZ lists a possible scenario but doesn’t see anything detrimental to the importance of natural link.

2. In my opinion, Search Engine Roundtable was accurate to mention the purpose was for expansion of AdWords distribution channels.

3. Tom Keating of TMCNet was more pragmatic, citing that Google’s recent street-level photos at Google Maps caused some issues with privacy advocates, this deal with Feedburner would also compromise privacy issues.

4. Scott Karp leaves it up to Google’s ingenuity when it comes to providing more meaningful web analytics reports while waiting for exciting new features to better measure ROI.

5. The purchase enabled Google to pull further away from the pack and another reason for Yahoo! and Microsoft to cry, according to Brian White at Blogging Stocks.

What’s your take?