Exploding Radio (continued)

So Google bought dMarc today for $100 million upfront and a huge earnout.

dMarc makes software for radio broadcasters to insert audio advertising into their broadcast streams.

Google said it plans to integrate dMarc’s technology into its AdWords advertising program according to this post on Jeff Jarvis’ Buzzmachine.

So if I am getting this right, Google is going to offer audio ads in addition to text and banner ads.  It’s not clear if they will be placed as search results or in some other context (AdSense for streaming audio and video?).

In any case, this is another move that shows that rich media is a big direction for Google, both on the content side and the advertising side.