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Google calls time on radio ads
LONDON - Google has called it quits in the broadcast radio ad business by selling its automated technology for radio ad placement to WideOrbit.
Google has failed to dominate radio advertising
WideOrbit, which makes software for TV and radio, did not disclose financial details, but said it will inherit around 3,600 customers and 40 Google employees.
Google announced it intended to sell its Google Radio Automation business in February, after the purchase of dMarc Broadcasting three years ago failed to pay off.
The technology created by dMarc helps advertisers to schedule and deliver radio ads and keep track of when they air. Google said it will continue to try and use the technology in audio-streaming services on the internet.
This year Google has also called time on a similar service for newspapers, although it is still selling TV ads targeted to viewer's individual interests in the US. NBC Universal, Bloomberg TV and Hallmark Channel all participate in the TV ad service which launched in 2007.
This article was first published on revolutionmagazine.com
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