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Google gets more guns to fire in the ad wars with Admeld purchase

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By Noel Young, Correspondent

December 5, 2011 | 3 min read

Google's $400 million acquisition of the New York-based online advertising company Admeld has been approved by the US Department of Justice - giving even more heft to Google's drive for advertising.

Google's big deal is OK'd

The search giant first announced the planned deal in June. The acquisition was cleared on Friday and will close in the coming days.

“The opportunity for major online publishers is huge ... and growing," said Google’s VP of display advertising Neal Mohan.

"People are spending more and more time consuming online content across numerous devices. Advertisers are running more online and mobile campaigns to reach them; and ads continue to get more engaging and relevant.

"This represents an unprecedented moment for publishers,” said Mohan. “We believe that improved technology and services can make online advertising work much better.”

Mohan said that for now, Admeld would operate separately from Google services like DoubleClick for Publishers and the DoubleClick Ad Exchange.

But, over time, he said the different businesses could integrate. 
In a post on its site, Admeld says, "Though our mailing address may change―our mission won't. In fact, over time everything you like about working with us will get even better."

Mohan said Admeld and Google were guided by some core shared beliefs:

• We want to give publishers more control over their ad space, and offer more flexible ways to manage and sell it. Publishers’ businesses should influence the technology they use; not the other way around

• We believe that publishers can make better decisions to maximise their revenues when they have better insights at their fingertips

• We envisage a much simpler system that enables publishers to manage and sell their ad space—across desktop, video, mobile, tablets and more.

He added, "The content produced by Google’s and Admeld’s publisher partners is the lifeblood of the Internet. We can’t wait to start building the next generation of tools and services that will help them grow their businesses."

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