The Justice Dept. finally gave the greenlight today to Google’s proposed $400 million acquisition of AdMeld. The deal was announced in June, and the review took almost six months. The government will not impose any major restrictions on the deal, which is now free to close in the next few days.
AdMeld is based in New York City and previously raised a total of $30 million in venture capital from Spark, Foundry Group, Norwest, and Time Warner. It is an ad optimization platform, meaning that it helps websites figure out which ads will perform the best on their sites to maximize revenues.
Ad optimization is a well-developed part of the online ad industry with many players. (Crunchbase lists 748 companies tagged “optimization,” for instance). 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.
Admeld helps the world’s top online publishers sell their ad inventory smarter. Built and run by publishing veterans, the company provides its clients with expertise and technology to capture new revenue streams, control how they sell each impression, and protect their data and brand. Admeld customers include Answers.com, Discovery Communications, FOX News, Hearst Television, IDG TechNetwork, The Weather Channel and more than 500 others worldwide. The company is headquartered in New York City with offices in London, Berlin,...
Google provides search and advertising services, which together aim to organize and monetize the world’s information. In addition to its dominant search engine, it offers a plethora of online tools and platforms including: Gmail, Maps, YouTube, and Google+, the company’s extension into the social space. Most of its Web-based products are free, funded by Google’s highly integrated online advertising platforms AdWords and AdSense. Google promotes the idea that advertising should be highly targeted and relevant to users thus providing...
Austin, TX
Seattle, WA
San Diego, CA
Menlo Park, CA
Boston, MA
Disrupt Europe: Berlin Hackathon
Berlin, Germany
