Google has bought FeedBurner, a Chicago-based company focused on distributing digital media through RSS feeds, or Really Simple Syndication. This move will provide Google yet another way to match digital advertising with digital content. However the deal was not disclosed completely but it is rumored to be around $100 million. RSS feeds are widely used by internet users who want fresh news and blog posts delivered to their inboxes ordesktop. According to Dick Costolo, CEO and cofounder of FeedBurner, said more than 430,000 publishers use the technology to provide 67 million feeds daily to subscribers.

Now Let me quote some more information about feedburner. FeedBurner is a news feed management provider launched in 2004. FeedBurner provides custom RSS feeds and management tools to bloggers, podcasters, and other web-based content publishers. Services provided to publishers include traffic analysis and an optional advertising system. Though it initially was not clear whether advertising would be well-suited to the RSS format, authors now choose to include advertising in two-thirds of FeedBurner’s feeds. Published feeds are modified in several ways, including automatic links to Digg and del.icio.us, and “splicing” information from multiple feeds. FeedBurner is a typical Web 2.0 service, providing web service application programming interfaces (APIs) to allow other software to interact with it. So I think this acquisition will be proved very beneficial for the expansion of Google.