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FeedBurner, a news feed management provider was launched in 2004. The primary service of FeedBurner is to provide custom Really Simple Syndication (RSS) feeds and management tools to bloggers, podcasters, and other web-based content publishers. Besides that, FeedBurner also offers services such traffic analysis and an optional advertising system for qualified bloggers.

With the recent explosion of blogosphere, more and more blog readers switch to RSS feeds and keep track of their favorite blogs through RSS reader such Google Reader, Newsgator etc. Thus, there seems to be a slow declining of visits to the actual blog homepage. That’s not good for Google’s advertisements. Naturally, it is another smart move for Google to acquire FeedBurner. (Yep, you can expect to see Google ads appearing in your feeds very soon)

As reported by TechCrunch:

Rumors about Google acquiring RSS management company Feedburner from last week, started by ex-TechCrunch UK editor Sam Sethi, are accurate and are now confirmed according to a source close to the deal. Feedburner is in the closing stages of being acquired by Google for around $100 million. The deal is all cash and mostly upfront, according to our source, although the founders will be locked in for a couple of years.

That’s it. Just can’t wait what is installed for AdSense publishers in the future at FeedBurner.

Read also : Rumour: Google to buy Feedburner