Google Dumps Radio Assets

Google (GOOG) has finally unloaded its Radio Automation assets with a sale announced this morning to business management software provider WideOrbit for an undisclosed sum.  The assets include Google Radio Automation, Maestro and SS32 automation products.

The sale ends an ill-fated attempt by Google to corner the radio automation market by selling traditional radio spots online.  Google Radio Automation was part of a larger move by Google to sell offline ads in general, which it now appears to be backing off of.

The assets were acquired as part of a $102 million deal for dMarc Broadcasting, whose technology allowed radio stations to sell advertising in a bidding process, similar to the way Google sells its online ads.

We have a funny feeling the purchase price this time around was much less than the $102 million Google paid.

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