Google to acquire Admeld for $400m

Google has agreed to acquire Admeld, the online advertising yield optimisation platform, for a reported $400m (£244m).

Admeld: set to be acquired by Google for a reported $400m
Admeld: set to be acquired by Google for a reported $400m

Admeld was founded in the US in 2007, started operating in the UK in January 2009, and has worked with clients including ITV, Mail Online, Dennis and Future.

Last week, it won best ad technology platform at the AOP Awards.

Competing with the likes of Rubicon Project, it will now form part of Google's online advertising services, which include search, the Google Display Network, YouTube, mobile ad network AdMob and DoubleClick, its ad exchange.

Neal Mohan, Google's vice-president of display advertising, said in a blog post yesterday: "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 decisions across all their ad space.

"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."

The acquisition is likely to attract the attention of regulators in the US.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

My Media Week: Robin Clarke

My Media Week: Robin Clarke

This week, Robin Clarke, MD, Sports at Starcom Mediavest Group, plots 2015 strategy with clients Heineken and Betway ahead of another giant sporting year and makes a very important purchase - his son's first pair of football boots.

Share
Guardian Labs launches online hub Fixology for Direct Line

Guardian Labs launches online hub Fixology for Direct Line

Guardian Labs and Direct Line are launching an online hub called Fixology, which offers advice on everyday problems.

Share
Google responds to questions around online ad effectiveness

Google responds to questions around online ad effectiveness

There is a reason why digital is the fastest-growing channel, clients just need to ask the right questions of their agency to ensure the best results, says Matt Bush, head of performance agency at Google.

Share

Get news by email