Google today confirmed the acquisition of display ad management firm Admeld, which we and others reported last week. Though Google didn’t disclose how much it paid for the buy, various news outlets said the deal was worth $400 million.

Admeld provides technology and services that help large publishers optimize the inventory they’re offering, plugging into ad networks and demand-side platforms to assist publishers in maximizing yield.

“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, wrote Neil Mohan, VP of display advertising, in a blog post.

Mohan notes that the space has seen a lot of investment lately, with Yahoo acquiring 5to1, and players like Pubmatic and Rubicon Project growing quickly.

Related Topics: Channel: Industry | Google: Acquisitions

About The Author: Pamela Parker is a contributing editor for Search Engine Land and Executive Features Editor at Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. She can be found on Twitter as @pamelaparker. See more articles by Pamela Parker

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