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Google buying Web display-ad firm Admeld

June 13, 2011 |  5:35 pm

Google is buying Admeld, a company that helps Web publishers manage display ads online.

The two companies announced the deal Monday in blog posts and a couple of tweets, declining to say just how much the acquisition was worth. The confirmation of the sale follows multiple weekend reports that Google and Admeld had agreed to terms near $400 million.

Google Admeld offers a Web-based platform on which publishers can manage who buys their ads, as well as a real-time bidding site on which ad agencies and creative teams can bid on ad-campaign jobs.

The company, which was founded in 2007 and has offices in New York, Toronto, London and Berlin, has been able to simplify the process of selling and buying ads online, which is something Google hopes to tap into, said Neal Mohan, Google's vice president of display advertising.

"Together with Admeld, we hope to make display advertising simpler, more efficient and more valuable, provide improved support and services, and enable publishers to make more informed decisions across all their ad space," Mohan said in a Google blog post. "These are all things our publisher partners have been asking us to further invest in."

Google -- which could eventually incorporate Admeld's technology into its sales of ads on Google sites and in services such as Gmail, as well as into its ad-exchange network DoubleClick -- said its takeover of Admeld won't result in the company working only with the Mountain View, Calif., tech giant.

"Of course, Admeld will continue to support other ad networks, demand side platforms, exchanges and ad servers, to yield the best possible results for publishers," Mohan said. "We believe that this investment will be an important step to help online publishers,and will further improve and grow the display-advertising industry as a whole."

Admeld Chief Executive Michael Barrett said in a blog post of his own that "managing display advertising is still far too complicated for publishers" and that his firm and Google will be able to address "some of the underlying inefficiencies."

The two companies "have no specific integration plans yet," and until the deal meets regulatory approaval, Google and Admeld "will remain independent in the marketplace," Barrett said.

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-- Nathan Olivarez-Giles

twitter.com/nateog

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