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.
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Easily spotted on the mobile web: holiday ad next to plane crash story; Muslim dating ad next to KKK story; beauty ad next to domestic violence story; car ad next to emissions scandal story.