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Google exits radio industry

Google is to exit the radio industry, concentrating their efforts in online streaming audio instead. As a result, Google Audio Ads and AdSense for Audio will never make it to the UK, and its Radio Automation and Playout software will be sold off.

The company entered the radio market in 2006, when it agreed to pay up to $1.24bn for radio advertising technology company dMarc. Now, three years later, the company says they haven't had the impact they hoped for.

Instead they will use the technology to develop Internet-based solutions that will deliver relevant ads for online streaming audio. Google said it would try to find other jobs for employees from the radio and audio project, though it did not expect to have roles for around 40 people.

Audio Ads and AdSense for Audio was planned to enter the UK radio industry this year, and Google appointed a UK reseller for its playout software in 2008.

Susan Wojcicki, VP, Product Management announced on Thursday afternoon: "We have decided to exit the broadcast radio business and focus our efforts in online streaming audio. We will phase out the existing Google Audio Ads and AdSense for Audio products and plan to sell the Google Radio Automation business, the software that automates broadcast radio programming.

"Advertisers will continue to be able to use Google Audio Ads until May 31 and broadcasters will be able to publish inventory to Google until that date as well."

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