Back in 2006, Internet giant Google bought up dMarc Broadcasting for $102 million in a bid to extend its AdSense automated ad placement system into radio. Today, Google admitted not everything it touches turns to gold: Google has sold its radio ad placement system to WideOrbit for an undisclosed amount. WideOrbit specializes in business management software for cable companies and broadcasters. Under the deal, WideOrbit will take on about 3,600 customers of Google’s radio ad placement program, along with an unspecified number of employees.
Google’s departure from the radio ad business follows the company backing out of the print newspaper advertising business earlier this year. Both the radio and print advertising placement services were designed to make Google a one-stop-shop for companies looking to buy online advertising, as well as radio and print ads. Although Google has shed the print and radio aspects of the business, the company says it hopes to leverage some of the technology for placing ads in Internet audio streams.
Google is still working on selling television advertising, and has deals with cable channels like the Hallmark Channel and Bloomberg TV to place ads targeted to viewer demographics.
