We're hiring

We love digital - Call
03332 207 677
and say hello - Mon - Fri, 9am - 5pm

Call 03332 207 677

James Perrin

Google Purchase Admeld for $400 million

10th Jun 2011 Paid Search, Display Advertising, News, Industry News 2 minutes to read

Google are on course to make another huge acquisition, this time it’s the ad optimisation platform Admeld that have caught the search engine’s eye. But Google will have to part with a reported $400 million and get it through the usual regulatory approval.

The news was first reported by Tech Crunch and has since been covered by multiple sources. The acquisition sees Google attempting to tackle display advertising, something they have struggled with in the past.

Admeld, along with only a few other ad optimisation platforms, help publishers sell their ad inventory. By working on behalf of the publisher they use their expertise and latest technology to find new revenue streams and bid the best prices for each ad inventory from different ad networks.

For Google, the acquisition represents a further push to get more out of the display advertising business which already is one of the consistently huge as spend methods [See: Online Ad Spend in the US Predicted to Soar]. Google’s Vice president of display advertising, Neal Mohan, has also predicted that this form of advertising is set to become a $200 billion industry, with display ads focussing on quality rather than quantity.

But it is the technology that Admeld use which is of most interest to Google. The technology allows publishers to sell ads in real time. Once a user enters a website, advertisers can bid instantly from a publisher. So that publishers choose the right ad network, the technology Admeld uses can help them choose the most appropriate and thus effective ad network.

Google’s acquisitions continue despite constant government interest into their affairs [See: Google Readying itself for a Big Hit from US Regulators] and this latest deal still in fact needs to be cleared by government officials purely on the basis of Google’s market share and the sheer size of the deal.

It isn’t the first time Google’s display ad team have struck a deal with an ad start up. Last year Invite Media was bought, whilst in 2009 Teracent was purchased and in 2007 Google acquired their DoubleClick ad exchange platform. Some might argue that a rather obvious trend is forming, and with the continuous growth within the display advertising sector, it’s easy to see why.

If all things go according to plan (subject to regulatory approval) then Google will have another ad purchase on its hands – will it be effective? Will they gain momentum within the display advertising sector? Only time will tell.

Share this post

1 Comment

What do you think?

  • aspect-ratio bing-logo-woodsign
    Liam Huckins

    Why Bing is a Valuable Paid Media Platform

    For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored.  Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.


    Liam Huckins
    8th Mar 2018
    Paid Search
  • aspect-ratio
    Nicola Churchill

    The Psychology Of Colour In Marketing

    When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.

    Nicola Churchill
    30th Jun 2017
    Content Marketing

Digital Ideas Monthly

Sign up now and get our free monthly email. It’s filled with our favourite pieces of the news from the industry, SEO, PPC, Social Media and more. And, don’t forget - it’s free, so why haven’t you signed up already?