Feeds

Google borgs display ad optimizer for $400m

Bring on the regulators

Build a business case: developing custom apps

Google has agreed to acquire international online-advertising outfit AdMeld for $400m, according to a report citing "multiple sources". An ad-related deal of this size will almost certainly bring more antitrust scrutiny onto the company.

TechCrunch first reported the acquisition on Thursday, and it was later confirmed by AdAge. Google declined to comment.

AdMeld provides "ad optimization", offering technology that helps websites choose which ads to accept from which ad networks and other ad buyers. "AdMeld's mission is to keep premium publishers on the cutting edge of advertising technology, enabling them to maximize their revenue and sell their inventory smarter and safer," the company says on its website. "Our high-tech, high-touch approach generates the maximum yield for every ad impression by giving publishers access to demand from hundreds of sources (ad networks, DSPs, etc.) on their own terms."

Similar tools are offered by companies such as the Los Angeles–based Rubicon Project and the Palo Alto–based Pubmatic.

Presumably, Google will roll AdMeld's technology into its DoubleClick for Publishers server (formerly known as DART). DART, of course, is another Google acquisition. Google announced that it had agreed to purchase DoubleClick for $3.1bn in April 2007, but the deal wasn't finalized until March of the next year, thanks to heavy antitrust scrutiny from the US Federal Trade Commission and regulators in Europe.

Last year, Google also received heavy scrutiny over its proposed acquisition of mobile ad outfit AdMob, but this deal went through as well.

The AdMeld acquisition is significant because provides a piece of the display-ad puzzle that Google lacks. In addition to serving display ads through DoubleClick for publishers, Google offers a Double exchange that sells ads. Over the past several months, Google has also acquired Teracent, an outfit that customizes the makeup of display ads, and Invite Media, which helps ad buyers acquire inventory from ad exchanges. ®

Build a business case: developing custom apps

More from The Register

next story
Assange™: Hey world, I'M STILL HERE, ignore that Snowden guy
Press conference: ME ME ME ME ME ME ME (cont'd pg 94)
Premier League wants to PURGE ALL FOOTIE GIFs from social media
Not paying Murdoch? You're gonna get a right LEGALLING - thanks to automated software
Online tat bazaar eBay coughs to YET ANOTHER outage
Web-based flea market struck dumb by size and scale of fail
Amazon takes swipe at PayPal, Square with card reader for mobes
Etailer plans to undercut rivals with low transaction fee offer
Caught red-handed: UK cops, PCSOs, specials behaving badly… on social media
No Mr Fuzz, don't ask a crime victim to be your pal on Facebook
US regulators OK sale of IBM's x86 server biz to Lenovo
Now all that remains is for gov't offices to ban the boxes
XBOX One will learn to play media from USB and DLNA sources
Hang on? Aren't those file formats you hardly ever see outside torrents?
Class war! Wikipedia's workers revolt again
Bourgeois paper-shufflers have 'suspended democracy', sniff unpaid proles
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.