Google is reported to be buying RSS feed management and advertising firm Feedburner, which the price at around $100m (£50m).

The deal has not been officially confirmed by either party, but TechCrunch, and others are reporting that the deal has been confirmed, according to a ‘source close to the deal’.

The deal would give Google access to more than 700,000 feeds from 400,000+ publishers, as well as a wealth of data and information. Google could then start to serve their own ads through RSS.

Founded in 2003, Feedburner has raised around $10m (£5m) in venture capital funding. The deal, if it goes though would give Feedburner access to Google’s resources, as well as a nice exit for its investors.

According to reports, the deal will close in 2-3 weeks.