Confirmed: Google Buys Admeld For Large Publisher Ad Management

By Pamela Parker

Published: June 13, 2011 at 1:43 pm

Screen Shot 2011 06 09 At 9.25.55 PM 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.

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About the author

Pamela Parker

Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.