It’s only a rumor at this point but it’s being reported that Google is buying FeedBurner.

FeedBurner is a great service for bloggers and others who create content they want delivered via RSS feeds. FeedBurner manages the subscriptions for the RSS feed and provides a lot of valuable statistics about feed readership, etc.

FeedBurner also allows advertisers to insert ads into RSS feeds, which explains Google’s alleged intent to acquire them. Getting ads into feeds is critical because many subscribers to a feed may not actually visit the website but read the articles via a feed reader like Google Reader instead.

It is, at this point, just a rumor however. We’ll see if it plays out.