The rumour mill continues to speculate on the next acquisition target for Google, with Feedburner now supposedly in their sight. Feedburner is an advertising and web analytics firm that has been around since the early days of RSS feeds, helping publishers to disseminate their information, track activity and target potential advertising spend.

The takeover is reported to be around $100 million, although both parties are currently refusing to say anything about the rumours. This is likely to be a good fit for Google to gain more web traffic analysis and interactive ad serving. If the deal does go through, then the next question will be, are Microsoft and Yahoo! likely to follow suit with similar acquisitions? And, of course, who will then be the next target for Google?