Google Secures Admeld Purchase

Google announced Friday that they have secured the purchase of Admeld. The New-York based business that was founded in 2008 assists Internet publishers to realize larger revenues by managing display ads from hundreds of sources and ad networks. Admeld carries an impressive client list including Fox News, and the Weather Channel.

After a five-month investigation, the $400 million acquisition of Admeld was cleared once antitrust concerns arising from the purchase were alleviated.

The acquisition was granted once a detailed analysis was completed that was able to show that Admeld’s competitors were secure enough to offer companies alternative methods in advertise, Bloomberg reported. The U.S. Department of Justice sanctioned the deal allowing Google to close the acquisition within the next few days.

The purchase of Admeld by Google follows a string of recent acquisitions in an effort by the search giant to diversify new services and advertising sources. Bloomberg noted that Google has made 57 acquisitions of intangible assets during the first three quarters of this year.

This move will further strengthen Google’s display advertising ambitions. Accounting for 9.3 percent of online display spending (up from 8.3 percent in 2010), Google trails market share leader Facebook (16 percent) and Yahoo (13 percent), according to eMarketer.

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Google generates almost all of its income from online advertising. The purchase of Admeld will most certainly allow Google to realize a continued increase in revenues. Google’s sales (excluding partners) rose to $7.51 billion during the third quarter of this year.

"The key synergy will involve the DoubleClick Ad Exchange. Many supply side platforms, including ... Admeld, have begun acting like exchanges - pooling display inventory in marketplaces and supporting the sale of that ad space to the highest bidder, often with the help of third-party data. By integrating Admeld's platform with DoubleClick's DART for Publishers product, Google stands to introduce more volume into that exchange," ClickZ noted.