Google claimed that the acquisition of Admeld will help major publishers to make more money out of the rapidly changing and growing display ad landscape. The Admeld acquisition is a new step in Google's strategy to improve the display ad landscape.
Basically, Admeld is a 'yield optimization' provider that supplies technology to select ads, while providing personalized service and support. Google said that Admeld has quickly developed a great service that is helping many major publishers manage their ad space more efficiently and profitably.
The new acquisition will help Google to make display advertising simpler, more efficient and valuable, provide improved support and services, and enable publishers to make more informed decisions across all their ad space.
"By combining Admeld's services, expertise and technology with Google's offerings, we're investing in what we hope will be an improved era of flexible ad management tools for major publishers," Google Vice President of Display Advertising, Neal Mohan said in Google blog.
Even though Google and Admeld refused to disclose the financial terms of the deal, it's believed that the deal may cost around $400 million. With this new move, Google expect to outclass Facebook and other new start-ups in the display ad market.