You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract The Real Reason Google Is Paying Up Big For Admeld Forget Yield Optimization, This Is About Buying Volume for Real-Time Advertising By Jay Sears, Published on June 13, 2011 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.