Friday, May 25, 2007

Feedburner Acquisition Would Increase Google Control

While buying up RSS feed manager Feedburner might not be a big financial deal for Google, "Don't Be Evil" critics will cringe that Google gets access to even more data about publishers.

Folks who understand the revenue possibilities from RSS feeds should be happy that Google's advertising heft will be added to Feedburner's technology. AdSense is still the "least common denominator" when it comes to matching ads with content, but better analytics and technology should come from the acquisition.

Now GoogleClick is becoming even more of one-stop shop, with more arms than the Indian goddess Kali. Having one company and its subsidiaries know everything about your website performance might not be so comforting, according to MediaPost.

"Should Google decide to combine knowledge of a user's subscribed feeds with its wealth of corresponding behavioral data, the company will be able to further target both search and advertising capabilities."

Being able to analyze data about RSS subscriptions, search terms, click through rates, etc. can yield great insight. But isn't it better to keep it to yourself?

Posted By John Gartner at 09:52 AM
Permanent Link: Feedburner Acquisition Would Increase Google Control | Comments (0)

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