There has been rumors around for some time that Google will be acquiring the Chicago-based company that provides media distribution and audience engagement services for blogs and RSS feeds as known as FeedBurner. They officially announce the deal today and have sealed the exact amount of money involved in the acquisition but TechCrunch speculates it's around $100 million.
Thought Google didn't reveal much details on why they bought the company, they do say they are constantly looking for ways to “identify and offer new tools for content creators and website publishers” and “give AdWords advertisers broader distribution to an even wider audience of users”.
According to the FAQ, FeedBurner will remain operational as Google continues to integrateFeedBurner technologies with Google's tools. These tools are most likely to be Google Reader, Google Analytics, Google AdWords and AdSense for Feeds and Google Webmaster Tools.
|Related: Burning Questions | Official Google Blog|