Google to Buy Web Analytics Company
San Diego-based Urchin makes Web analytics software and provides on demand services that let customers track marketing performance. Urchin tools are available as a hosted service, a software product and through large Web hosting providers.The acquisition would be Google's first since October 2004, when the search engine purchased digital mapping specialist Keyhole.
"We want to provide Web site owners and marketers with the information they need to optimize their users' experience and generate a higher return-on-investment from their advertising spending," said Jonathan Rosenberg, vice president of product management, Google. "This technology will be a valuable addition to Google's suite of advertising and publishing products."
The acquisition is expected to finalize in April after undergoing the usual round shareholder and government reviews.
See also: InternetNews
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