Last week, diTii reported that Google had acquired Admeld, advertising optimization platform for publishers, for around $400 million. Today, Google has officially confirmed the acquisition.
In a DFA blog post, Google's VP of Display Advertising, Neal Mohan, says:
To help major publishers get the most out of the rapidly changing and growing display ad landscape, we've signed an agreement to acquire Admeld, a New York-based yield optimization firm.
Providing better ad management services to publishers is an area that has seen a huge amount of investment in recent months. Formed just over three years ago, the Admeld team is an example of the huge strides the industry is making-it has quickly developed a great service that is helping many major publishers manage their ad space more efficiently and profitably.
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.
Admeld CEO Michael Barrett on their company blog says:
"There are no specific integration plans yet. He also points out the two companies will remain independent in the marketplace while the transaction undergoes regulatory review."