Google finalizing $400 million deal for AdMeld advertising platform

Google finalizing $400 million deal for AdMeld advertising platform

Summary: Google is closing in on settling a $400 million deal to acquire AdMeld, a company that focuses on online advertising optimization.

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Google is closing in on settling a $400 million deal to acquire AdMeld, a company that focuses on online advertising optimization.

Although TechCrunch reported on Thursday that the deal had already closed, other outlets are reporting that Google and AdMeld are still in the final stages of negotiating the acquisition.

It's likely that Google will want to use AdMeld's platform, which allows publishers to sell display advertising in real time, to beef up its own display advertising arm. Actually, according to AllThingsD (via CNet News), Google doesn't have much of a "presence" in this business field just yet. However, Google did buy Invite Media, another display advertising company that connects buyers and sellers, last year.

Google has been focused on buying up smaller companies for its other channels lately as well. Last week, the Goog bought up PostRank, which owns a platform that follows the path of user-generated content across the Internet.

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7 comments
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  • What are they doing over there?

    Were I a Google investor, this would scare me. Not because they might do this acquisition, but because they feel they need it.

    What is Google if not <i>the</i> online advertising company? Why are there online ad gurus building things that are so far ahead of what Google has that Google wants to acquire them? What, are they spending all their time and money on Chrome, Android, Music, Rainbows, and Unicorns... and falling asleep at the advertising switch?
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    As an employee for an <a style="text-decoration: none; color: #333333;" href="http://www.marvelseo.com/">advertising firm</a> I have to say this deal is Google???s latest push into the display advertising business, for ads with images and video, which appears to be the next big thing beyond the text search ads that make up most of its revenue today.
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