Back in June this year, Google acquired 'Admeld,' a New York-based company that helps large publishers (also known as the "sell-side" by people) who live and breathe display advertising, maximize their revenues from online advertising for $400 million.
Now, after alomost six months, the U.S. Department of Justice has today cleared this deal, announced Neal Mohan, Vice President of Display Advertising.
"We'll close the acquisition in the coming days and then start the real work--building improved products and services that help our publisher partners to make more informed decisions across all their ad space, and to grow their revenues," stated Mohan.
AdMeld will operate independently from DoubelClick for the time being, but Google expects to find ways to bring it together with its existing ad products for publishers, including DoubleClick for Publishers and DoubleClick Ad Exchange. "But over time, there are opportunities to bring the best of both businesses together in a variety of ways; and to develop entirely new solutions, too," Mohan writes.
He says Admeld and Google are guided by some core shared beliefs:
- "We want to give publishers more control over their ad space, and offer more flexible ways to manage and sell it. Publishers' businesses should influence the technology they use; not the other way around
- We believe that publishers can make better decisions to maximize their revenues when they have better insights at their fingertips
- We envisage a much simpler system that enables publishers to manage and sell their ad space--across desktop, video, mobile, tablets and more."