Last week, we reported that Google had acquired Admeld, an advertising optimization platform for publishers, for around $400 million. A couple of days after we broke the story, Google has now officially confirmed the acquisition, albeit without sharing the purchase price.
In a blog post, Google’s VP of Display Advertising, Neal Mohan, says:
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.
In a message posted by on their company blog, Admeld CEO Michael Barrett 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.
More on the acquisition over on industry blog AdExchanger.
Admeld, which launched in 2007, had raised just $30 million in venture capital from Foundry Group, Spark Capital, Norwest Venture Partners and Time Warner Investments.