Google to acquire Urchin

Urchin has announced today that it is to be acquired by Google.
“Google plans to offer Urchin to advertisers and web site owners to enable them to increase their advertising return on investment and make their web sites more effective.
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What exactly does that mean? Well, it’s probably a little early to say with certainty, but I would presume that they intend to use Urchin’s analytics technology to provide more detailed stats to adwords and adsense users.
What the PR doesn’t say is whether we can expect any big changes in terms of the Urchin software itself.
Only time will tell I suppose, but it could be a very interesting development. Not only will Google be powering the search, but also the stats that show the search….