Google recently purchased dMarc for $102 million. According to dMarc’s press release:

“dMarc connects advertisers directly to radio stations through its automated advertising platform. The platform simplifies the sales process, scheduling, delivery and reporting of radio advertising, enabling advertisers to more efficiently purchase and track their campaigns.”

The keywords here are “efficient” and “track.” Much of the success of Google AdWords can be traced to the efficiency of the system with instant approval of ads and keyword bids. The other key point which dictates the success or failure of an advertising campaign is the ability to accurately track the return on investment.

A recent report noted that the purchase has been approved by the Federal Trade Commission (FTC). With this acquisitioin, Google watchers are speculating that Google is going to expand into more traditional offline advertising channels.

Remember not too long ago that Google was starting to buy print ads in magazines and newspapers? With this most recent acquisition, it seems that it is definitely pursuing other venues of advertising.