Yield optimization firm joins Google's stack of display advertising platforms.
Google confirmed it has agreed to acquire New York-based display ad yield optimization provider AdMeld. The company's platform enables publishers to easily aggregate ad buys from multiple channels - such as direct relationships, ad networks and exchanges - and makes real time decisions on which parties to sell ads to in order to maximize revenues.
Following the launch of the DoubleClick Exchange, the acquisition of creative optimization player Teracent, and the purchase of demand side platform Invite Media, the addition of AdMeld to its suite of ad technology products will enable Google to participate in virtually every link of the complicated real-time display ad buying chain. On the demand-side advertisers can tap Invite to manage and execute media buys from exchanges on a real-time basis, while publishers can now do the same on the sell-side with AdMeld with both utilizing Google's DoubleClick ad server to actually deliver those ads.
"It’s now clear that investments in new technologies, new ad formats and improved buying and selling processes are helping to grow the display advertising pie," Commented Google's VP of display advertising, Neal Mohan in a blog post today, adding, "We hope to make display advertising simpler, more efficient and more valuable."
Mohan pointed to recent growth for companies such as OpenX, The Rubicon Project, and even Microsoft's display ad business as evidence of the growing potential of the display ad space. Though AdMeld's products are primarily publishers-focused, he argues that advertisers, publishers, and ultimately users, continue to benefit from the efficiencies ad technology provides. In February, for example, Google reported spending through its DSP Invite Media had grown 300 percent since June.
Google didn't disclose what it paid for AdMeld, though reports put the deal's value at around $400 million.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.