Google announced its acquisition of FeedBurner on Friday, adding the major RSS feed distributor to its portfolio for a rumored $100 million. FeedBurner CEO Dick Costolo called the pairing “a natural fit.” The acquisition will allow Google to enter the rapidly growing online channel of RSS, a tool that provides subscribers with automatic updates of the latest news headlines or blog posts. Many advertisers value RSS as a way to reach niche audiences. And Google AdSense advertisers hope to expand their advertising reach through access to FeedBurner’s extensive content library, which includes content from the Wall Street Journal and the Associated Press. The company hopes to integrate FeedBurner publishers into AdSense and tie in FeedBurner Stats with Google Analytics.

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