Antitrust concerns about Google's acquisition of radio advertising firm dMarc Broadcasting did not prevent the FTC from approving the deal, but the road ahead may be a rocky one for Google on the radio dial.

By rendering a "transaction granted" decision, the Federal Trade Commission permitted Google to complete its purchase of dMarc as it announced last month. The purchase permits Google to make AdWords advertising available to clients for radio play, via the dMarc technology.

Google plunked down $102 million in cash for the company. Should the technology help Google meet further undisclosed goals, additional compensation paid by Google could lift that figure past $1.1 billion.

Find out how Google intends to use Adwords for radio advertising at http://www.webpronews.com.