Online search leader Google said on Friday it purchased FeedBurner, which helps bloggers and podcasters syndicate and make money from their online content, for an undisclosed sum.

Chicago-based FeedBurner “delivers feeds to millions of users around the world and offers unique and useful tools for publishers to analyze, optimize, and monetize their content,” wrote Susan Wojcicki, Google’s vice president of product management, in announcing the deal on Google’s official blog.

FeedBurner also offers a tool for pushing ads through feeds, generating advertising revenue.

According to some reports Google was to pay $US100 million for FeedBurner, which was launched in 2004.

Source: SMH