So why did they do it? And what about that huge earnout? More than a billion dollars? My God! How did that come about? (Besides, of course, dMarc’s extremely Googley “innovation through automation” tagline).
My guess is that this is an artifact of the deal. Here’s a totally speculative scenario. Either through direct intent or serendipity (ie someone says to a Googler: Hey, you guys should check out dMarc!) Google decides it wants to do to the radio market what AdWords has already done to online – and by extension, print. In other words, redefine it, make it more efficient, invert the model, all the stuff we already know. OK, fine. But Google knows exactly zip about radio advertising.
So Google approaches dMarc (or vice versa), and the meetings ensue. Visions are whiteboarded. My God! the two parties rhapsodize, we just might redefine the entire multi-billion dollar radio business!
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6 Comments on Google’s Radio Play
