FeedBurner officially announced its acquisition by Google in a Friday afternoon blog post, over a week after a source quietly divulged the news to TechCrunch.

FeedBurner explained the move will better equip clients seeking stronger financial gains and a wider sphere of influence.

The transition includes planned changes to the platform, but existing FeedBurner services will remain accessible during the integration. The cost of the acquisition was not formally confirmed, though the original source set the price tag at $100 million.