Google Inc. has announced it has agreed to acquire dMarc Broadcasting, Inc., a Newport Beach, Calif.-based digital solutions provider for the radio broadcast industry. dMarc connects advertisers directly to radio stations through its automated advertising platform. The platform is designed to simplify the sales process, scheduling, delivery, and reporting of radio advertising, enabling advertisers to purchase and track their campaigns. In the future, Google plans to integrate dMarc technology into the Google AdWords platform.
Under the terms of the merger agreement, Google will acquire all of the outstanding equity interests in dMarc, a privately held company, for total up-front consideration of $102 million in cash. In addition, Google will be obligated to make additional contingent cash payments from time to time if certain product integration, net revenue, and advertising inventory targets are met over the next three years. The maximum amount of potential contingent payments is $1.136 billion over the next three years. The acquisition is subject to customary closing conditions.