I am really wondering what’s with Feedburner that Google became interested. The rumor said that Google is now into acquiring the Feedburner for about $100 million (talks here, here, here, here, here, here, here).

Is it because Google wanted to expand its advertising reach even after Google acquired Doubleclick? We all know that Feedburner has it’s own advertising services. And Google offers adsense on feeds too.

However, it really make sense if Google has the Feedburner technology to work with its Google analytics. Remember that Feedburner is not just offering feed services to blogs and websites but also providing email newsletter publishing,  integration of external news and photos (as pointed out by Valleywag). In other words, with the union of Google Analytics and Feedburner, stat tracking will become more sophistacated.

They could even merge Feedburner’s stat tracking with Google Analytics, providing all your stats in one place (Mashable).

Alex Chitu pointed some ideas what Feedburner might bring to Google:

* make Blogger’s feeds smarter out of the box

* FeedBurner’s services could become totally free (currently you have to pay for more advanced stats)

* offer a lot of interesting information to mine

* integrate the stats for feeds with Measure Map and create the perfect analytics solution for blogs

* FeedBurner has a very big number of feeds: more than 700,000. Google has a lot of advertisers, but the AdSense for feeds program is still in closed beta.

Whether Feedburner will be acquired by Google or not, it’s just fine for me.