Yield optimization buy will eventually bring more display inventory to the DoubleClick Ad Exchange.
The U.S. Department of Justice has given its go-ahead for Google to acquire AdMeld, a sell-side monetization and yield optimization platform, for $400 million. The approval follows a five-month review during which the DOJ made a "second request" for information - not uncommon for large acquisitions. Google plans to officially complete the transaction in the next few days.
In a blog post today, Google wrote, "For now, it's business as usual - Admeld's products will operate separately to Google's existing solutions... But over time, there are opportunities to bring the best of both businesses together in a variety of ways; and to develop entirely new solutions, too."
The key synergy will involve the DoubleClick Ad Exchange. Many supply side platforms, including New York-based 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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT