The company will hand over $102m cash up front for the Newport Beach, California-based company, but could end up paying more if certain integration, revenue and ad inventory targets are met over the next three years.
dMarc’s offering, which Google said simplifies the sales process, scheduling, delivery and reporting of radio advertising, will become another member of Google’s advertising portfolio, which already includes online and print ad services.
Google said it will integrate the dMarc software with its own AdWords platform, so advertisers can buy online and radio ad placements from a single service.
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