Posted by: Marshall Sponder | July 22, 2008

The real reason Google is buying Digg is ….

The real reason Google is buying Digg ……. to use to power part of it’s Social Search – heard about the potential sale in TechCrunch in a post titled Google In Final Negotiations To Acquire Digg For “Around $200 Million

In fact, I wrote about Google’s new Search Interface that it’s been playing with in a post titled Future of Search Engine Optimization – Google’s New Search Interface recently and wasn’t as enthusiastic with the “Digg like” features as i was with the “Friendfeed” aspect of it.

According to Michael Arrington at TechCrunch >>>>

Google’s on and off negotiations with Digg have been back on in a big way for the last six weeks, we’ve heard from multiple sources inside of Google, and the two companies are close to a deal that will bring Digg under the Google News property. The acquisition price is in the $200 million range, says one source.

We first wrote about the Google-Digg negotiations in March. Despite a vigorous denial by Digg CEO Jay Adelson the negotiations continued, although Google’s Marissa Mayer reportedly cooled on the company for a period of time.

The companies are now in final negotiations according to our sources, although it could be a couple of weeks before it closes. And while the major deal points have been agreed on, the acquisition could still fall apart. Microsoft, which was previously interested in the company, may be willing to step back in at a much lower price.

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