Rumour: Google to buy Feedburner from Seth Sethi earlier today reports that Google is rumored to buy FeedBurner, a feed management, analytics and advertising company. Valleywag has said they confirmed the rumors and add that the purchase price is about $100 million.

Google already does RSS ads with AdSense for feeds, so why is Google buying them? I suppose for the same reason they bought Urchin, for FeedBurner’s outstanding feed based analytics solutions. Again, these are just rumors at this point. For more (and least discussion of the rumors), see the roundup at Techmeme.

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About The Author: Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here. See more articles by Barry Schwartz

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