Google has confirmed the acquisition of Admeld

Google acquired Admeld, which should help the search giant to simplify the process of buying display ads.

The acquisition, rumors of which appeared last week, was confirmed on Monday in the official Google blog. It was reported that the amount of the transaction amounted to about 400 million dollars, although Google did not confirm this information.
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According to Neil Mohan, Google’s vice president of display advertising, major web publishers often complain that advertising management is still difficult and inefficient. Just look at the scheme of the online advertising market to understand that it is very easy to get confused.

Mohan writes:

Providing better quality advertising management services for publishers is an area that has been experiencing an enormous amount of investment in recent months. Formed a little over three years ago, the Admeld team is an example of the huge success of this industry — it quickly developed an excellent service that helps many large publishers manage their advertising space more efficiently and profitably.

By combining Admeld's services, experience, and technology with Google's offerings, we are investing in what we hope will be an improved era of flexible display advertising tools for major publishers.

The head of Admeld, Michael Barrett, wrote that “this is an exciting moment for Admeld,” but there are no specific plans for integration yet. While the transaction is being reviewed by state regulatory agencies, both companies will remain independent in the market.

Admeld will continue to support other ad networks and platforms.