Ga Ga Over Google Radio

Is there a bigger reason for Google's dMarc acquisition?

From Search Newz Google talking about radio advertisements

What do Google and Global Positioning Systems (GPS) have in common? Apparently a lot. It seems Google can pretty much track you wherever you go online...
and GPS technology can track you wherever you go on foot or in your vehicle.

It seems Google had an extra $1.13 billion kicking around back in January and decided to cut a check to acquire dMarc Broadcasting. Although Google has been fairly quiet about its radio advertising plan.

Sounds like AdWords broadcasted over the radio.

The part that I have a hard time understanding is Google's CEO, Eric Schmidt's vision of streamlining the radio ads with GPS location-based technology for in-car radio use.

First, listeners must have a GPS enabled radio in their vehicle. I understand that many of the new cars on the market are being delivered with GPS and navigation systems built right in. But let me ask this question, how many people do you know with a GPS enabled radio currently installed in their vehicle?


Here's what I'm thinking.

There might not be a GPS enabled radio in every car, but every car today is usually carrying at least one GPS chip.

Do you know where it is? :)

Will this enable Google to tie your position to delivering ads, not only through your radio, but with your mobile.

Thoughts, comments?