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Feds take closer look at Google plans to buy AdMeld

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The US Department of Justice is taking a closer look at Google's proposed $400 million acquisition of AdMeld, a move that could delay completion of the deal.

Google lawyers are no strangers to so-called "second requests," in which government regulators ask for additional information before completing their review of the competitive effects of an acquisition. Last August, the DoJ dug deeper into Google's then-proposed $700 acquisition of ITA Software. The deal wasn't approved until April, and then came only after Google made considerable concessions.

The second request in the AdMeld case was disclosed in a blog post Wednesday by Google Vice President of Display Advertising Neal Mohan.

"This doesn't surprise us, as today's display advertising industry is very new and highly complex," he wrote. "But we'll work to enable this review to be concluded as quickly as possible - display advertising is highly competitive and fast moving, and we don't want our efforts to bring better services to our clients to be delayed."

AdMeld provides "ad optimization" that helps websites choose which ads to accept from which ad networks and other ad buyers. Among the networks it works with is the Google-owned DoubleClick. Mohan provided no estimate when the acquisition might be completed. ®

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