Broadcast radio ad business

Google Inc has abandoned its efforts to sell advertising for broadcast radio stations, acknowledging that the three-year project has failed.

The leading Web search company said that it plans to sell its Radio Automation business, which created software to automate broadcast radio programming, and phase out its Audio Ads service.

The move will likely result in up to 40 people being laid off, Google said. Google has been re-appraising initiatives intended to expand its income beyond Internet advertising, which accounts for more than 90 per cent of total revenue.

Advertisers will continue to be able to use Audio Ads until May 31, the company said. Google -- which had 20,222 full-time employees as of December 31 -- would instead focus its efforts on placing ads on streaming audio over the Internet, according to company's vice president of product management, Susan Wojcicki.

Google plans to continue investing in its television ad business. It also is seeking ways to sell more advertising on online audio services, which younger audiences are using.