Word on the street is that Google is in talks to acquire Feedburner. On some fronts this makes sense while on others it doesn’t. Google is always looking to acquire new companies that can contribute to expanding their online advertising empire. If anybody can help them further their presence in the RSS market, Feedburner is definitely the company that can do it. Such an acquisition is somewhat questionable though.

Google’s feed reader has been highly successful. Google could simply add in text ads to each post if they really wanted to. That definitely wouldn’t be well received given that the content producers wouldn’t be sharing the revenue being generated. Given that this is still just a rumor, and recent rumors have quickly proven to be false, I will refrain from further analyzing such an acquisition.