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Google�s First Year With DMarc Educational

As we reported a year ago, Google purchased dMarc for $102 million with the possibility of a payout totaling up to $1.13 billion...if certain revenue targets were met.

The founders of dMarc, Chad and Ryan Steelberg, have now left the company over reports of growing tension between the company they founded and Google�s approaches to radio ad sales. One approach was

acquiring unsold inventory from their 700 affiliated radio stations in exchange for new equipment for. (Radio stations could also depreciate equipment for additional tax savings.)

Google has struggled to ramp up the quantity and quality (mostly �remaindered� low-value unsold air time) of inventory available through dMarc. It�s rumored that Google is in talks with CBS Radio to acquire over $1 billion in premium ad inventory.

Despite the tension filled year with dMarc, Google remains intent on penetrating the traditional media ad business. Most significant is the fact that dMarc�s digital ad placement system can also be used in TV.


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