DOJ Send 'Second Request' to Google for Additional Info on AdMeld Acquisition

Google has just now acknowledged of receiving a "second request" from the Department of Justice, asking for more information in order to complete their review whether the company's planned purchase of AdMeld would impede competition in the space, revealed Neil Mohan, VP of display advertising, in a blog post today.Mohan noted, "This doesn't surprise us, […]

Google has just now acknowledged of receiving a "second request" from the Department of Justice, asking for more information in order to complete their review whether the company's planned purchase of AdMeld would impede competition in the space, revealed Neil Mohan, VP of display advertising, in a blog post today.

Mohan noted, "This doesn't surprise us, as today's display advertising industry is very new and highly complex." "But we'll work to enable this review to be concluded as quickly as possible - display advertising is highly competitive and fast moving, and we don't want our efforts to bring better services to our clients to be delayed."

We first reported about Google's planned acquisition of AdMeld on June 9th this year, and the Google's official announcement of the $400 million acquisiton later on June 13. And, the DOJ's review just four day later on June 17.

He cites some examples to prove why the display advertising business is, and will remain, extremely competitive:

"Buyers and sellers of display ads and ad space have an incredible and ever-growing range of options for transacting display ads--direct sales, networks, exchanges, demand and supply platforms, yield managers, private exchanges and more." "Analysts have noted that switching suppliers is relatively easy and that this isn't a "sticky" business." "Even another supplier of publisher solutions is reported as acknowledging the reality that Google "continues to face competitive pressure from the more than a thousand companies angling for a piece of marketers' budgets"," wrote Mohan.

Google even has produced a handy PDF of quotes collected from the media, including comments from competitors, agencies and publishers, which you can download using this link, or you can read it online, we've embedded it below:

[Source: Public Policy blog]