Tuesday, September 02, 2008

paidcontent: dMarc a bad deal

"In case you were wondering if the Steelberg brothers, the founders of online radio ad firm dMarc Broadcasting that Google bought in 2006, ever got their big earnout, well, that we don’t know. We doubt they made the full $1.1 billion earnout--over and above the $102 cash consideration--which was supposed to be paid out based on targets achieved by December this year. Google has mentioned regularly in its filings that it has yet to realize any significant revenues from this acquisition, though that “significant” amount has not been disclosed.

But what we can tell you is that the two, who left Google in Feb last year, are at it again, this time in digital sports and entertainment arena: Ryan Steelberg (CEO) and Chad Steelberg (CTO) are the co-founders of Brand Affinity Technologies (BAT), a new advertising company that is a “powerful new advertising platform for brand advertising, with an initial focus on sports and entertainment”, says their new website. Also part of the senior exec team is Scott Bogdan as EVP of operations...he was also at dMarc and then later at Google, managing the audio ads business and served as head of media and affiliate operations."

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