Adding to its display media assets, Google has reportedly acquired Invite Media for an undisclosed sum. The purchase price estimate is $70 million. Invite Media’s platform “Bid Manager” enables agencies and media buyers to buy across ad exchanges more efficiently.

First there were ad networks, then ad exchanges to make buying across networks more efficient. And now there are so-called “demand side platforms” such as Invite that help marketers and agencies buy across exchanges to target and consolidate audiences.

According to AllThingD’s report, Invite will operate at “arms length” from Google’s ad exchange and will continue to work with the other exchanges: Yahoo’s RightMedia, Microsoft’s adECN and others.

Reportedly the Bid Manager platform will eventually be integrated “seamlessly” into DoubleClick’s ad serving platform.

Google is emerging as a display powerhouse, with DoubleClick and its related exchange, YouTube and now AdMob in mobile.

Related Topics: Channel: Mobile | Google: Acquisitions | Google: Business Issues | Google: DoubleClick | Google: Mobile

About The Author: Greg Sterling is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling. See more articles by Greg Sterling

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