Google and Facebook have reportedly been in talks about merging their companies to form a “content marketing powerhouse.”
The news comes as Google and its competitors struggle to find a content marketing strategy that works across the web and the mobile platform, according to Bloomberg.
Bloomberg’s source suggests that the deal could be worth as much as $100 billion in annual revenue, and that Facebook and Google could form the “biggest content marketers on Earth.”
“In this era of the Internet of Things, it’s the most critical time for publishers,” Bloomberg’s reporter, Jason Wai, said of the potential merger.
“Facebook and Google have been building their own content and audience tools for the past few years, but the combination of Google and a major content publisher could spell a new era of content creation and consumption.”
Google, Facebook and Amazon are currently the world leaders in online content.
The three companies together control more than 50 percent of all US online traffic.
Bloomberg reported that the companies have been discussing the potential purchase of their respective companies for at least the past year.
Google’s chief technology officer, Rajiv Shah, has been working to improve the online advertising platform with the help of the media companies and the public.
The company recently announced plans to introduce a new platform, which it describes as a “global digital advertising platform” that will serve as the foundation for its broader content offering.