Google takes over Admeld, a company aimed to deliver simplicity in buying display ads. This deal has been doing rounds over the web in the last week which eventually got confirmed by The Official Google blog.Google’s vice president, Neal Mohan, explained in the post, this acquisition will make Google a sure choice for advertisers. It is often heard that managing ads is too complicated when it comes to big websites. Google has been investing in publisher tools and improve its reach. There has been decent progress in this aspect but Mohan thinks that the company can still raise the bar.
Mohan explains that there are different ways for publishers to sell ads directly, indirectly via an ad network, or via an ad exchange or technology platform. All these options enable some publishers to hire a yield optimization provider like Admeld. Such companies supply personalized service and support and to select ads from a large pool of options. The main intention of the acquisition is to make advertising very simple, user friendly and efficient.
Google grabbed the opportunity as display ads are raking in money. Admeld entered the business arena just recently, in 2009 and it is said to have encompassed Yahoo! in market share. The acquisition by Google is reportedly said to be around $400 million range, though not a confirmed figure from Google may be held by government officials as Google already tops in search advertising and the deal could nip the bud.
Bhanu Teja Kurucheti | YourStory.in
