Internet search provider Google Inc. said Monday it's buying digital radio specialist dMarc Broadcasting in order for Google advertisers to reach radio listeners.
Google plans to incorporate add dMarc's system for delivering radio ads into its own feature, called adSense, for automating the Internet ad process, according to a statement describing the deal.
The technology integration will "grow and improve the ecosystem of the radio industry," according to a statement from Tim Armstrong, a Google vice president of advertising sales.
dMarc claims to have more than 4,600 radio broadcast clients, representing 40 percent of the top 50 radio groups. Two dMarc subsidiaries, Scott Studio and Computer Concepts, sell hardware and software for automatically distributing ads to radio stations.