Rumor: Google in Talks to Acquire Brightcove

Zachary Rodgers | September 16, 2009 | 0 comments

Update 9/22: Rumors of a merger are apparently only that. Read more.

Is Google trying to buy Brightcove? Mark Glaser of PBS MediaShift tweeted a rumor to that effect this afternoon, saying a source with knowledge of the negotiations pegged the acquisition at between $500 and $700 million.

Such a transaction might make sense for Google on a number of levels. For one, it could help it convince big media companies to trust it with their premium content. Brightcove's media customers already include many majors, including Fox Entertainment, AOL, The New York Times, and Discovery Communications.

More significantly, it could diversify Google's video offerings to brands beyond the hosting and video ad vehicles already available through YouTube and AdSense. Companies work with Brightcove not only to manage their video content but also to develop and source creative ideas, and integrate content with their Web sites. GM, Obama's '08 campaign, Ticketmaster, Intuit, and HarperCollins have all done so.

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ABOUT THE AUTHOR

Managing Editor Zach Rodgers oversees ClickZ's award-winning coverage of news and trends in digital marketing. As a journalist he has reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. His stories have appeared in Mashable, Search Engine Watch and Kauffman publications, among others, and he has been cited by government and advocacy groups such as the Center for Digital Democracy, U.S. PIRG, the U.K. Independent. He previously held editorial roles at TurboAds, WirelessAdWatch, Internet Advertising Report, ChannelSeven.com, and Datamation. He can be found on Twitter at @zachrodgers.