Recently today Google confirmed that they bought FeedBurner. I was asked to join a conference call with Susan Wojcicki, Vice President, Product Management, Google and Dick Costolo, CEO and cofounder of FeedBurner on the acquisition.

So I did.

I am not going to explain what FeedBurner does, the Google Blog did, so I will quote them…

For those of you who aren’t bloggers, podcasters, or feed creators, Chicago-based FeedBurner is a leading provider of feed distribution and management tools. A web feed is a way for online publishers to syndicate their content and deliver it straight to readers. 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.

Now, I know Google pretty well from both a business and technical standpoint. I also know FeedBurner pretty well, mostly from a technical standpoint (since they don’t talk much about money, being private and all). So I had many questions, all pretty technical on how the two will be integrated. How the branding will be changed, if at all. How this may impact not just advertisers but also current publishers. I was thinking privacy issues, with controlling so many feeds and also the Internet. I was thinking, how this will change the AdWords interface and the AdSense interface. How might Google Analytics bring in FeedBurner stats. How much deeper you can get on the stats if you know their readership from feed to feed then to site to site and then from ad to ad and then from Google Checkout to Checkout.

But then I started to listen to the questions from the other “press” on the call. People from this and that publication, I believe even the Wall Street Journal, Dow Jones, etc. were all on the call. All the questions were focused around money, revenue, timing, you know all things that will impact the stock.

So I scaled back my questions to just a feel. I think Dick Dick Costolo appreciated my questions. But many, they could not answer yet, because it was just too new to even put down on paper, I assume. Anyway, it was interesting to ask or even think of questions that were a bit too technical for an acquisition briefing conference call. But I am looking after the small/medium advertiser and publisher, not the people who buy the GOOG stock.

Website Comments

  1. Daver

    So you asked the questions that we marketers care about? Thanks, we needed someone to do it. 🙂

    Honestly I could care less about the stock price and what it will do in the market. Thats all fluff to me. Its no wonder so many companies go or stay private, they can think long term and not “how do we make the stockholders happy today”.

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