(Source: Search Cowboys)
Sources say talks are ongoing

When it comes to gaining market share in highly competitive environments like internet search, often the only way to grow quickly and significantly is through acquisitions. Google is easily the largest search firm in the U.S. and the company is actively buying smaller firms to increase its market share in many areas that it operates.

Bloomberg reports that Google is in talks to acquire software firm ITA Software Inc. ITA is hardly a household name, but web users have probably used the company’s offerings and didn't realize it. ITA is a travel software firm who provides services to major websites such as Orbitz, Bing, and Kayak. The services provided by ITA allow the websites to search airline fares and book flights for consumers.

ITA also services airline sites for major airlines including Alaska Airlines and Continental Airlines.
Bloomberg cites people who are close to the negotiations as saying that talks are underway between ITA and Google. ITA is said to be seeking as much as $1 billion from Google.

Such a purchase would allow Google to get a larger foothold in the travel search market and would also put Google owned services at work behind the scenes with competitors like Microsoft. The sources cited by 
Bloomberg state that the talks are ongoing and that a deal may not result from the talks. Neither Google nor ITA have offered official comment on the deal. Google stock prices have increased $4.94 to $555.04 in trading.

Analyst Henry Harteveldt from Forrester Research said, "Google’s mission is to organize the world’s information, and ITA does that for travel."

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