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Paulo Querido. Na Internet desde 1989

14 de junho de 2007

AdSense: a razão da venda do Feedburner à Google

A razão da venda, por 100 milhões de dólares, da FeedBurner à Google, Inc é simples. Costolo e sus muchachos não conseguem vender anúncios decentemente (eu sei por experiência directa), mas têm know how em matéria de feeds e uma impressionante base instalada. A Google é ao contrário: do mercado feeds percebe nicles mas vender publicidade é com eles. Casamento perfeito?

Vamos ver. Para já, bons tempos para Costolo. 100 milhões é pouco para a Google mas muito para everyone else e pelo que sei do Feedburner, não foi nada mal vendido.

We help publishers manage distributed media by providing a suite of services for analytics, distribution/promotion, and monetization. On the media call yesterday, I said that we thought there was tremendous overlap between our competencies and the depth and breadth of Google’s offerings. Susan Wojcicki commented on this point during the call and used the term complementary instead of overlap, and I think that’s a much better word choice for a few reasons. We both offer detailed publisher analytics, but Google is extremely strong on site and marketing analytics while we are light on site analytics but very deep on feed and distribution analytics. Further, while our customer base is a critical mass of publishers (over 400k) that grows at an amazing rate, we have select advertiser relationships. It goes without saying that Google’s depth and breadth of advertiser relationships well complement the critical mass of publishers we serve. I could go on with a number of other examples like this. So, I like the term complementary as a defining theme for the reasoning behind this relationship” – Dick Costolo, Feedburner/Google, em entrevista a John Battelle