Google Officially Buys Admeld

Google announced that it had signed a deal to officially acquire Admeld. People familiar with the matter estimated that the $400 million price tag was correct. If the deal passes regulatory scrutiny, it will be Google’s sixth-largest purchase to date.

“We often hear from major website publishers that ad management today is still mind-numbingly complicated and inefficient. We've been investing in our publisher tools to try and improve this landscape and have made great progress, but we think we can do even better,” Google’s head of display advertising, Neal Mohan, said . “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 added that after the acquisition, Admeld “will continue to support other ad networks, demand side platforms, exchanges and ad servers, to yield the best possible results for publishers.”