Google buys Feedburner to boost its ad network

Washington Post reported Google's purchase of Feedburner recently . Founded in 2003 it is one of the leaders in the online publishing and advertising services space particularity for blogs and other news content . Feedburner enables a reader to get customized content and read it through user friendly interfaces like the Google Reader. In the last couple of years has volume of content delivered and read through RSS and Atom feeds has increased exponentially and by acquiring Feedburner , Google now has a vehicle of its own which can further consolidate its position in the advert market . The acquisition makes good strategic fit at a concept level , but the only hitch is one could use Feedburner and Google , independent of each other and derive value from it , going forward it would be interesting to see how Google integrates Feedburner into its suite of offerings and makes it a more compelling value proposition for the reader who is looking for customized content