From our Better Late Than Never dept: Google has bought FeedBurner, which runs more than 400,000 RSS feeds, and to which Google can now add advertising. This also means Goole bought three companies last week -- GreenBorder Technologies, Panoramio and FeedBurner -- which is more than usual.
Google announced the purchase on its blog under the headline Adding more flare (presumably a pun on flair), saying: "FeedBurner offers a feed advertising platform for advertisers to reach engaged feed readers through targeted in-feed ads and innovative techniques like RSS feed-driven ads."
On its own blog, FeedBurner said It's True-gle! and pointed to an FAQ at http://www.feedburner.com/google
The purchase is a certainly fantastic way for Google to insert itself between tens of thousands of Web sites (FeedBurner users) and millions of RSS reading consumers and make pots of money. Thanks to the power of AdWords, it should get back the rumoured $100 million purchase price very quickly.
