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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