Google splashes $102m on radio ad company

Google is acquiring a radio advertising company, broadening the reach of its ad business.

The search giant said Tuesday that it will pay $102m in cash for DMarc Broadcasting, a US company that works with radio advertisers in the sales, scheduling, delivery and reporting of radio ads.

The deal calls for Google to make additional cash payments based on product integration, net revenue and advertising inventory targets. Those payments could total $1.13bn over the next three years, Google said.

Google plans to integrate DMarc technology into its AdWords platform, creating a new radio ad distribution channel for Google advertisers.

Tim Armstrong, Google's vice president of advertising sales, said in a release"Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media."

The search company has been expanding its advertising business beyond the internet, branching out into print ads and possibly into television.