Recently Google required FeedBurner, a Chicago company focused on media distribution and audience engagement services for blogs through a technology known as RSS (Really Simple Syndication).

“FeedBurner’s focus on delivering the right media to the right end point and measuring all that for the publisher means we’ve got a great opportunity to combine our vision with Google’s vision for organizing the world’s information,” said Susan Wojcicki, vice president of product management at Google.

Perhaps the most important point, however, is that this acquisition will make up the bulk of Google’s efforts to catch a considerable share of online advertising. By inserting ads into RSS feeds, Google together with FeedBurner will help publishers make money online.

“We think this will be a win for users, for publishers and for advertisers on the Internet,” he said.

According to some unchecked sources the sum of the deal amounts on average $100 million. The terms of the deal weren’t revealed.

It’s known that more than 430,000 publishers use FeedBurner technology providing 67 million feeds to subscribers each day.

“Google is yet again being aggressive and looking at where the market is going, not where the market is today,” said Danny Sullivan, editor in chief of Search Engine Land.

Technorati Tags: google, RSS, feeds, feedburner, advertising, ads, media