Accentuating its promise to its increasing online display advertising business, Google on Monday inveterate that it had obtained Admeld, a supplier of advertising management services. Google’s resolution to pay ~$400 million for Admeld, an ad optimization company, will be extra dilemma than it’s worth. Google Display Ad Vice President Neal Mohan noted that Admeld will assist great publishers pick ads from countless ad networks, counting Advertising.com, Google’s own Double-click Ad swap and Yahoo’s Right Media, while giving modified service and sustain for those ads.
Adam Hanft, CEO of marketing firm Hanft Projects, said in a phone interview that whilst the reported $400 million price tag isn’t a lot given Google’s amass of cash, the deal is major nevertheless because it represents an olive branch to publishers, who have long complained that Google steals their content and drives down ad prices.
Admeld is one of numerous companies that offer acquiesce optimization data, to aid publishers maximize the proceeds latent of their ad catalog. It offers s immediate analytics information about the publisher’s audience and its plea to advertisers.
"By combining Admeld’s services, expertise and technology with Google’s offerings, we’re investing in what we hope will be an improved era of flexible ad management tools for major publishers," said Neal Mohan, VP of Google’s display advertising business, in a blog post. Mohan added that Admeld will continue to support the ad networks, demand side platforms, exchanges and ad servers it already works with, which should provide some comfort for those who compete with Google for display ad placement.
The FTC has alert on Google’s online ad mergers. The agency investigated Google’s $3.1 billion bid for DoubleClick before blessing it in 2007. The FTC also delayed Google’s $750 million purchase of mobile ad player AdMob before giving it the green light in May 2010.