Feeds

Feds clear Google, AdMeld melding

Justice Department: 'Competitive'. Others may disagree

Security and trust: The backbone of doing business over the internet

After nearly six months of deliberation, the US Department of Justice has cleared Google’s acquisition of online advertising firm AdMeld, saying that the market is still competitive.

In June, Google made a $400m bid for the firm, which specializes in providing supply-side platform (SSP) support for online display advertisers, but the Feds started sniffing around the deal almost immediately. Google is under increasing scrutiny from federal regulators, who are under pressure to ensure Mountain View doesn’t pull a Microsoft in the search-advertising market.

“Given Google’s significant presence in search, as previously noted during our 2010 investigation involving Microsoft/Yahoo! and 2008 investigation involving Google/Yahoo!,” said the DOJ in a statement, "the Antitrust Division also carefully evaluated whether Google’s acquisition of AdMeld would enable Google to extend its market power in the Internet search industry to online display advertising through anticompetitive means.

“The division will continue to rigorously enforce the antitrust laws to ensure that transactions affecting evolving markets such as display and other forms of online advertising, as well as search, do not inhibit competition or innovation in any way.”

Google welcomed the announcement, and said for the moment it would carry on running AdMeld as a separate platform from its DoubleClick for Publishers and Ad Exchange, but would look to integrate them down the line.

“The content produced by Google’s and Admeld’s publisher partners is the lifeblood of the internet,” said Neal Mohan, vice president of display advertising on Google’s blog. “We can’t wait to start building the next generation of tools and services that will help them grow their businesses.”

The combined companies will focus on building a combined sales platform for desktop, video, mobile, and tablets he said, as well as adding in greater support for data analytics and opening up new advertising types.

Microsoft and others won’t be happy with the ruling, however. Ever since the DoubleClick acquisition by Google, the competition has been crying foul about Google’s position in the market – and in their eyes, the AdMeld merger will only make things worse. ®

New hybrid storage solutions

More from The Register

next story
Hey, Scots. Microsoft's Bing thinks you'll vote NO to independence
World's top Google-finding website calls it for the UK
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
Apple CEO Tim Cook: TV is TERRIBLE and stuck in the 1970s
The iKing thinks telly is far too fiddly and ugly – basically, iTunes
Huawei ditches new Windows Phone mobe plans, blames poor sales
Giganto mobe firm slams door shut on Microsoft. OH DEAR
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
Found inside ISIS terror chap's laptop: CELINE DION tunes
REPORT: Stash of terrorist material found in Syria Dell box
OECD lashes out at tax avoiding globocorps' location-flipping antics
You hear that, Amazon, Google, Microsoft et al?
prev story

Whitepapers

Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Security and trust: The backbone of doing business over the internet
Explores the current state of website security and the contributions Symantec is making to help organizations protect critical data and build trust with customers.