The World: New York - Google abandons radio ad brokering enterprise

Google is bringing to an end its efforts to broker the sale of radio ad spots.

The search engine giant entered the radio ad sales business in January 2006 through the purchase of dMarc Broadcasting for $102 million.

But Google struggled to make radio advertisers comfortable with its system of choosing placements based on demographics, rather than stations.

Susan Wojcicki, the vice-president of product management at Google, said: "Deciding to close products is never easy. We will continue to focus on advertising products that provide measurability for advertisers and that are relevant and useful for users, listeners and viewers."