Google Inc. has officially acquired FeedBurner Inc. for an undisclosed amount. Rumors of the acquisition emerged a few days ago suggesting the figure of $100 million. Google continues on a shopping spree, this time adding the provider of publishing and advertising services for blogs and content syndication feeds to its portfolio, boosting Google's capacity to distribute media and advertising to blogs and social network site users.

The company (Google) has been expanding aggressively into enabling offline forms of advertising, such as in print and on radio and television. Now it can put ads in the more than 430,000 RSS (Really Simple Syndication) feeds that FeedBurner has and it can expand its AdSense Web site publisher network with the FeedBurner publishers, Susan Wojcicki, vice president of product management at Google, said.
The merger will allow integration with Google's ad network and with a number of its own products such as Google's syndicated feed manager Reader and Google's Analytics service for tracking sites' usage.