Ad-Tech

DOJ To Google: Yeah, We’re Gonna Need to Take Another Look at That AdMeld Deal

admeld

Last month, the news that Google wanted to acquire New York-based AdMeld, a platform that helps publishers sell display advertising inventory, for $400 million felt a little like deja-vu. After all, it was another local acquisition, Google’s $3.2 billion purchase of ad exchange company DoubleClick back in 2007, that helped define Google’s dominance in online advertising. Apparently, the Department of Justice felt similar rumblings. Read More

Ad-Tech

Why Does Google Want AdMeld So Badly? High Frequency Trading for Online Ads

The luxurious accommodation at Google's Carrier Hotel

When Google plunked down a $400 million offer for New York’s AdMeld, a lot of local venture folks were surprised at the price.

“They’ve got some good growth, but nothing that would justify this kind of premium,” was how an ad-tech investor put it Betabeat. To date AdMeld had raised just $30 million.

But a chat yesterday shed some light on the situation. “We are getting a ton of pitches from former Wall Street quants looking to start companies that apply the principles of high frequency trading to the emerging market for real-time bidding across online ads,” said Bryan Birsic, a senior associate at Village Ventures.  Read More

Ad-Tech

For $400 M. Google Gets AdMeld and a new Conflict of Interest

Google’s dominance in search often makes acquiring new companies difficult. It had to agree to a number of big concessions when acquiring travel data giant ITA.

Now Mike Arrington is reporting that Google has plunked down $400 million for New York based AdMeld, which helps publishers to sell their excess inventory across multiple ad networks.

“It’s going to be tricky,” says ENIAC Venture’s Nihal Mehta. “Because now Google will own the platform for helping publishers find the best ad network, while themselves owning one of the major ad networks.”  Read More