Google acquires AdMeld (supply side advertising platform)
Companies in Relationship
Initial Announcement Date:
Consideration: $400 million in cash (Source: TechCrunch)
Google announced an agreement to acquire AdMeld Inc. from the Foundry Group, Spark Capital, Norwest Venture Partners, and Time Warner Inc, for a consideration of $400 million. AdMeld provides advertising network optimization technology for online publishers. Google announced that even after the transaction, AdMeld will continue to support other ad networks, demand-side platforms, exchanges and ad servers.
The acquisition is aimed at assembling an end-to-end solution in online display advertising. This transaction completes Google’s presence in the display value chain which starts with their demand side platform (Invite Media), then goes on to the ad exchange (DoubleClick), leading on to the supply side platform (AdMeld) before finally reaching end-users through services such as YouTube.
A key synergy for AdMeld involves the DoubleClick Ad Exchange. By tightly integrating AdMeld's platform with DoubleClick's DART for Publishers product, Google hopes to attract more volume into that exchange.
December 2011 -- The U.S. Justice Department approved Google’s acquisition of AdMeld, enabling Google to take control of the company six months after the deal announcement. Google’s market share in display advertising has expanded significantly since the acquisition of DoubleClick but continues to lag behind Facebook and Yahoo, a factor which helped sway the Justice Department’s decision in favor of the transaction.
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