Compiler - Wired Blogs: Google To Drop $100 Million On Feedburner

"According to TechCrunch’s Michael Arrington, Google is in the final stages of acquiring RSS publisher FeedBurner for a rumored $100 million. Feedburner is one of the most popular RSS publishing tools on the web, particularly in the blogging world (as a matter of fact, this blog’s feeds are handled by Feedburner).

In addition to bloggers, FeedBurner also publishes the feeds from a number of enterprise companies like Reuters, Newsweek and AOL. Currently, Feedburner claims to be handling over 720,000 feeds from over 420,000 publishers.

Feedburner is more than just a publishing tool though, the site is also one of the best ways to track your feed readership and it seems likely that Google will at some point roll Feedburner’s statics into Google Analytics."