As Google continues its march toward world domination, the search behemoth (giant just doesn't do it anymore, does it?) is in the process of buying up Feedburner.

The deal, which will reportedly be official within a few weeks, is worth about $100 million in cash.

Feedburner is probably the Google of the RSS management world, making it easy to publish an enhanced RSS feed from just about any website. As of this afternoon, Feedburner is responsible for 721,074 feeds from over 422,717 publishers.

The company's founders will stay with the company for at least a few years as part of the deal.