Google Buys AdMeld for $400M

Google continues to build its AD-arsenal with another purchase focused on publishers. As they continue to grow their display ad business -fewer choices will exist for publishers.

Amplify’d from searchenginewatch.com

Google is continuing its investments in the display advertising arena with its purchase of AdMeld, a publisher utility targeted at optimizing ROI for digital advertising. The $400 million purchase signals Google's continued intellectual weapons stockpiling as we approach new eras for display ads.

AdMeld's sales pitch is that the world of publisher advertising used to be a direct "people business," but has since been so infused with technology that publishers don't know their audiences – and that the technology often prevents publishers from making the deals that are best for themselves.

Other major purchases have included the $750 million buyout of AdMob, the buyout of Teracent for an undisclosed amount, and the buyout of Invite Media for $81 million in 2009. Total Google investments in ad-company acquisition have surpassed $4 billion over the last eight years. Read more at searchenginewatch.com

 

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