Mountain View, Calif.—Google reportedly is in discussions to buy display advertising company Admeld Inc. for about $400 million, according to TechCrunch
and other sources.
Admeld is a demand-side platform that helps publishers sell display ads in real time, with advertisers bidding on space via such ad exchanges as Google's DoubleClick and Yahoo's Right Media. Neither Google nor Admeld has commented on the reports.
Last year, Google bought Invite Media
to help advertisers buy ads in real time. The Admeld acquisition, if concluded, complements that process from the publisher's side.