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Sunday, April 16, 2006

Google Should Buy FeedBurner or Pheedo

The time is coming for for FeedBurner and Pheedo to cash in. Both of these smart companies provide rich marketing services and data that sit atop RSS feeds. In Pheedo's case, they own an ad network. In FeedBurner's situation, they roll in ads from both Google Adsense and Yahoo Search Marketing. With RSS is poised to become a major vehicle for marketers, the shelf life of these two firms as independents is dwindling. It's time to monetize.

My bet is that Google will buy FeedBurner and find a great way to marry it with Adsense, Adwords, Google Analytics, Blogger, Measuremap and maybe even Google Base and Froogle. Pheedo will go to Yahoo. Or, perhaps vice versa. Don't count Microsoft out either.

Watch for this to happen sometime this quarter. I don't have any hard information. This is all just my hunch. However, I find it remarkable that both these firms are still independent. They belong with the big search marketers so that they can truly build synergies with existing platforms and create efficiencies and scale for advertisers. This is not a matter of if, but when.

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» Google Should Buy FeedBurner or Pheedo from Lee Wilkins
Google Should Buy FeedBurner or Pheedo (Via Micro Persuasion.) Technorati Tags: pheedo, feedburner, google, yahoo, microsoft ... [Read More]

» ¿Google podría o debería comprar FeedBurner o Pheedo? from www.votala.com
Steve Rubel, autor del blog Micro Persuasion, una personalidad dentro del mundo del marketing, relaciones públicas y los medios, comenta en su blog o, piensa, que Google debería comprar FeedBurner o Pheedo, pequeñas e inteligentes empresas que están li... [Read More]

» Should Google Buy FeedBurner or Pheedo? from WebMetricsGuru
Steve Rubel thinks it's time for FeedBurner and Pheedo to be bought by Google. ...My bet is that Google will buy FeedBurner and find a great way to marry it with Adsense, Adwords, Google Analytics, Blogger, Measuremap and maybe even... [Read More]

» FeedBurner verso Google? from TF
Steve Rubel crede che i tempi siano maturi per un acquisizione di FeedBurner e Pheedo da parte rispettivamente di Google e Yahoo!. Entrambe le società sono sicuramente ben posizionate nel mercato dei feed RSS e Pheedo possiede anche un proprio network... [Read More]

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Yep - totally agree. Google and Yahoo seem like the likely buyers, but a news agency might make sense, too.

Steve, Feedburner also owns and runs his ad network
You can see the different campaigns in Feedburner powered feeds like Boing Boing, Gizmodo or Techcrunch.We also recently began the first feed advertising campaigns in the spanish blogosphere.

I don't think FeedBurner would want to be bought by Yahoo....I see them as being more comfortable with Google.

Thanks for the kind words, Steve!

Absolutely... the Feeburner is the little engine that could! They did it their own way and deserve the attention they're getting from the big fellas.

"With RSS is poised to become a major vehicle for marketers, the shelf life of these two firms as independents is dwindling."

I don't see the connection between these phrases, but I'd like to.

I can see why being independent is bad if they want to push advertising, but.. people using RSS as a marketing vehicle directly (rather than as advertisers) will not want advertising in their feeds and only use services like FeedBurner for statistics.

FeedBurner could exist quite happily as an independent IMHO merely in that niche, as it has been doing so far. I don't see advertising as being a major focus of theirs.

That said, I'd certainly like to see an acquisition in that field. Nothing stifles innovation more than an acquisition and getting more established competition off the board is good news for me ;-)

Yagogle! should better buy real solutions for real people, eg. http://celumimagine.com

Good grief, does everything have to be acquired? What's wrong with companies that are ambitious and want to grow? What happens to companies that get acquired? Thier founders get dumped, they get absorbed, their vision gets corrupted. I mean, it can work out, but it's a risk. And for these companies it is so so early for anything. There is a ton of innovation to go through yet. Where would the world be if Google had succumbed to Microsoft in the early days? Let's let a few companies grow into their own space.

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Good insight - the analysts were talking about this a few months ago but nice to hear you predicted it earlier

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