BigShinyThing

Google has re-confirmed its ambitions to move beyond its core internet-search business and into traditional media by announcing a deal to acquire a radio-advertising group for up to $1.2bn (£680m). The agreement follows a deal struck last year when Google bought up space in technology magazines to resell to its online advertising clients. The company said it is buying the privately held dMarc Broadcasting for an initial $102m in cash. If certain performance targets are hit over the next three years, Google could pay an additional $1.14bn, the company said.

Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media

said Tim Armstrong, vice-president of advertising sales at the search engine. Google aims to integrate the business with its AdWords platform. AdWords places relevant advertising on Google search results pages as well as on partner sites, such as the New York Times online and Earthlink. The company said the addition of dMarc would provide AdWords advertisers with an additional outlet to promote their goods or services.

They’re serious folks. Watch out:

There are already fears that the move could spell the end of the media buying industry. (Brandrepublic)

Story from Mediaguardian. With apologies to W.B. Yeats.