News is surfacing that Google (GOOG) will purchase ITA Software. ITA is a technology company that owns specialized software that enables customers to find "sophisticated flight information." The acquisition will allow Google users to comparison shop for airline tickets.
Before we get all excited about how much money this is going to add to Google's bottom line, remember that it will not be earning money on tickets sold as the company is not entering the travel business. That said, this acquisition and the airline search service could drive more traffic to Google (if that is even possible), which leads to more page views, which leads to more money.
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