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Burst Media asks webmasters to register with Google DoubleClick

9:03 pm on Nov 30, 2012 (gmt 0)

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I got a mass email from Burst today, which I use as backup fill to monetize some of my content sites.

To fully leverage your partnership with Burst we encourage you to maximize the inventory volume you send through it, use the system as your primary yield optimization tool, and register your site with Google’s DoubleClick Ad Exchange through Burst!

Doing this last step ensures you get full access to all paying campaigns. Registration with Google is a simple process, needs only to be completed for one of your websites, and will take only a few minutes of your time: [link]

Now, of course my primary concern was how much information this might give Google - though, sadly, my conclusion was "probably nothing they haven't already gotten from somewhere else." But then it hit me - Burst and Adsense are direct competitors. Why would Burst be working with Google in this way? Are they getting ready to sell out to Google?

Or am I reading too much into it? :)