Google has confirmed that it has completed the purchase of feed distribution and management tools provider FeedBurner.
No financial details of the deal have been made available, although reports have suggested a figure in the region of $100 million (£50.3 million) has changed hands.
Chicago-based FeedBurner offers advertisers a platform that includes in-feed ads and RSS feed-driven ads.
Writing on the official Google blog, Susan Wojcicki, vice president of product management at the search engine, said that the move was driven by the aims to offer publishers new tools and to provide AdWords advertisers with wider distribution.
"We’re excited to continue offering the exceptional tools of FeedBurner to content creators throughout the world and our teams will work together to improve the experiences of feed users, advertisers, and publishers," she continued.
Meanwhile, Google has hired the services of Makan Delrahim, a former deputy assistant attorney general for the US’ department of justice, to lobby the government on its planned takeover of DoubleClick.