Google confirmed that it is acquiring Feedburner, bolstering the Internet advertising leader's capacity to deliver media and advertising to blogs via Web syndication technology.
Terms of the deal were not disclosed, a Google spokesman said. Various blog reports in recent weeks had put the price of a potential deal at around $100 million, but those reports could not be confirmed.
Feedburner of Chicago is a pioneer in the market for delivering the latest updated information to other Web sites using technology known as Really Simple Syndication (RSS). Customers include The Wall Street Journal, BBC and Amazon.com.