Google and Feedburner: Building the Data Profile

One of the responsibilities of this blog is to track and highlight for the public the interactive ad business, especially its impact on privacy and civil society. As part of its online ad industry consolidation drive, Google may soon acquire Feedburner. Feedburner says it’s “the leading provider of media distribution and audience engagement services for blogs and RSS feeds…FeedBurner also offers the largest feed and blog advertising network…” Here’s the kind of user data Google may soon reap, according to Online Media Daily (my italics):

“Adding Feedburner to its portfolio would give Google a number of gains. The ability to roll tracking statistics on Feedburner’s reported total of more than 720,000 feeds into Google Analytics is the most obvious, as the business of online advertising increasingly gets driven by trailing and deciphering user behavior. “Google’s Analytics suite will definitely benefit over time through this acquisition,” said Brough. [vice president and search director, DraftFCB]

And while the deal may also speed up widespread integration of AdSense ads into RSS feeds (an option currently available to select advertisers during closed beta testing), its implications for personalized search may be more valuable. 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.”

Source: “Google’s Feedburner Grab Would Impact Personalized Search, Analytics.” Tameka Lee. Online Media Daily. May 25, 2007.

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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