Google has agreed to pay $102 million in cash plus up to $1.1 billion over three years based on revenue targets to acquire privately held dMarc Broadcasting Inc., a company that automates local radio buys for small advertisers in much the same way Google automates Web ad buys on its AdSense network. The move suggests Google is looking to extend its reach into traditional media buying, offering smaller marketers discounted, automated access to radio and perhaps eventually television. Analysts speculate Google is looking to hold a bigger piece of the total ad market, valued at $250 billion annually by ZenithOptimedia.

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