Google is extending its advertising footprint into a new medium with its agreement to acquire dMarcBroadcasting Inc., which connects advertisers directly to radio stations through its own automated ad platform. In the future, Google plans to integrate dMarc technology into the Google AdWords platform, creating a new radio ad distribution channel for Google advertisers, the company said in a statement announcing the acquisition.

The transaction, anticipated to close in the first quarter, represents $102 million in cash, with an additional performance-based payout as high as $1.1 billion over the next three years if specific targets are met.

Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media, says Tim Armstrong, vice president of advertising sales at Google. We anticipate that this acquisition will bring new dollars and accountability to radio by combining Google’s expansive network of advertisers with dMarc’s talented team and innovative radio advertising technology.

DMarc’s platform simplifies the sale, scheduling, delivery and reporting of radio advertising, according to the company. For broadcasters, the technology automatically schedules and places advertising, increasing revenue and decreasing costs associated with processing advertisements.