Looks like the rumors were true, Google has purchased RSS management company Feedburner.

In a blog post, Google VP Susan Wojcicki wrote that the acquisition fits into the company's efforts to find new tools for content creators and AdWords advertisers. FeedBurner syndicates feeds for over 400,000 publishers, and provides tools for analyzing monetizing their feeds.

It'll be interesting to see how Google combines its existing services with FeedBurner, for example making it easier to add AdSense to an RSS feed, or merging Google Analytics with FeedBurner's analysis tools.

There's no official word on the terms of the deal, but early reports had Google paying $100 million for FeedBurner.

[via Read/Write Web]