Google has acquired Feedburner

Each day, FeedBurner delivers feeds to millions of users around the world and offers unique and useful tools for publishers to analyze, optimize, and monetize their content. Further, FeedBurner offers a feed advertising platform for advertisers to reach engaged feed readers through targeted in-feed ads and innovative techniques like RSS feed-driven ads.

"If you are a Google advertiser, now you can advertise on feeds that you otherwise may not have had access to," she said. Also, "our advertisers will have more access to (FeedBurner) publishers." Google will figure out "interesting ways" it can integrate FeedBurner technology with its Google Reader, Wojcicki said. RSS feeds enable media Web sites, bloggers and podcasters to shoot their content directly to readers through so-called RSS readers. FeedBurner helps publishers deliver the RSS feeds, as well as manage the feeds, track usage of the subscribers and serve ads.

The Google deal will undoubtedly shine the spotlight on technology that while growing rapidly, is not yet mainstream. The FeedBurner acquisition is just the latest of several recent Google purchases. On Tuesday, it was revealed that Google acquired security software developer GreenBorder Technologies. On Wednesday, it was disclosed that Google has purchased Spanish geo-photo firm Panoramio.