Observers have long thought that Google would add optimization
functionality to its ad server, DoubleClick; the question was
whether it would build it on its own or acquire an existing
company, as it did with the demand-side platform Invite Media,
which it acquired last year.
AdMeld is led by CEO Michael Barrett, former head of digital
sales at News Corp. Mr. Barrett helped MySpace reach its revenue
heyday, but took the fall when traffic and sales started to
plummet. Google is expected to add the functionality to its suite
of tools for publishers. Through DoubleClick, Google powers much of
the world's online display advertising, taking a tiny cut of the
buy along the way.
With the deal, Google has acquired 12 companies since the
beginning of the year, according to Tolman Geffs, co-president of
Jordan Edmiston Group, a media investment bank. TechCrunch's
Michael Arrington first reported news
of the deal.
A Google spokesperson declined to comment on "rumors."
The deal could trigger some regulatory scrutiny. Google has been
through several tough reviews, including its deal to acquire
DoubleClick in 2007, and its attempt to forge a search partnership
with Yahoo in 2008.