Newport Beach’s Chad and Ryan Steelberg have done it again.
The brothers are selling their Newport Beach-based dMarc Broadcasting Inc. to Google Inc. for $102 million plus additional payments of up to $1.1 billion in the next three years, the companies said Tuesday.
In 1999, the Steelbergs sold AdForce Inc., a Web advertising company they started in Costa Mesa in 1995, to CMGI Inc. for $500 million.
DMarc, started in 2002, offers software and computers to radio stations that want to send targeted messages to listeners via radio waves. The system allows stations to more easily schedule and deliver ads and keep track of when they air.
More than 4,500 broadcasters use dMarc’s products, according to the company.
Google expects its buy of dMarc to close this quarter. Bonus payments would be triggered if product integration, revenue and advertising targets are met.
Chad Steelberg is dMarc’s chief executive. Ryan Steelberg is president.
Along with AdForce, dMarc is the Steelbergs’ third major venture together.
The duo had less luck with Winfire Inc., a high-speed Internet provider the brothers started in 2000.
Winfire created a buzz with its catchy free digital subscriber line service. The company folded six months later amid troubles getting phone lines and high set-up costs.
DMarc got off to a better start as the brothers early on inked a deal with San Antonio-based Clear Channel Communications Inc. for Los Angeles stations.
In 2004, dMarc bought Dallas-based Scott Studios and Computer Concepts, a company that makes software used in radio stations, for nearly $30 million.
