Google could spend more than $1.1 billion for reach into radio advertising

Google today announced that it will acquire dMarc Broadcasting, a company that connects advertisers with radio stations through its automated advertising platform, for $102 million in cash.

The companies said that Google will have to make additional payments of up to $1.034 billion over the next three years, "if certain product integration, net revenue and advertising inventory targets are met."

According to a statement, dMarc’s platform "simplifies the sales process, scheduling, delivery and reporting of radio advertising, enabling advertisers to more efficiently purchase and track their campaigns." For broadcasters, dMarc’s technology automatically schedules and places advertising.

Google said that it plans to integrate dMarc’s technology into its AdWords platform to create a radio ad distribution channel for its advertising customers.