Google to buy online advertising company AdMeld for $400 million

In its latest shopping spree, Intenet giant Google Inc is planning to buy online advertising company AdMeld for a reported price of $400 million in order to bolster its bolstered its graphic display and interactive ads business.

The proposed acquisition, if it passes regulatory scrutiny, would be Google's sixth-largest to date, according to The Wall Street Journal.
While the transaction undergoes regulatory review, the two companies will remain independent in the marketplace, said Michael Barrett, CEO of Admeld in the company's blogpost.

Built and run by publishing veterans, New York-based Admeld provides its clients with expertise and technology to capture new revenue streams. It helps the world's top online publishers sell their ad inventory smarter.

Investments in new technologies, new ad formats and improved buying and selling processes are helping to grow the display advertising pie. This benefits publishers who make more money from display ads, users who receive free ad-funded content and marketers who are able to grow their businesses online, said Google Vice President of Display Advertising Neal Mohan said on his blog last week.

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, he added.

According to Mohan, the display advertising will eventually become a $200-billion industry and this investment will help online publishers, and further improve and grow the display advertising industry as a whole.