MOUNTAIN VIEW, CA: After much speculation last week, Google confirmed its purchase of Admeld, developer of a real-time bidding ad optimization platform that helps publishers obtain the best price for their ad-buys.
The deal was confirmed through a post on the company blog by Neal Mohan, VP of display advertising, who mentioned that the acquisition was intended to make the often complicated process of managing display ads simpler and more efficient for publishers.
Google believes the acquisition will help improve and grow the display advertising industry, serve as an important step in helping online publishers, and benefit marketers who are attempting to grow their business online.
“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,” Mohan said in the post.
The company did not confirm the price of the acquisition. However, insiders last week estimated the deal to be worth around $400 million. Admeld CEO Michael Barret noted in a blog post that the companies will remain independent as the transaction undergoes regulatory review. Neither Google nor Admeld could be reached for comment on the acquisition and its potential impact to Admeld's communications structure.