Search engine company Google has acquired New York-based yield optimisation start-up Admeld.
Both companies have confirmed the acquisition on their websites.
Financial details of the deal were not disclosed.
Admeld was founded three years ago. Its service is focused on marketing campaigns in display advertising. The company employs about 100 workers at its New York headquarters and other offices in San Francisco, London, Berlin and Toronto.
Google said in its blogpost that it expects that the acquisition would help major publishers get the most out of the rapidly changing and growing display ad landscape.
Google Display Advertising vice-president Neal Mohan wrote, "Providing better ad management services to publishers is an area that has seen a huge amount of investment in recent months.
Formed just over three years ago, the Admeld team is an example of the huge strides the industry is making — it has quickly developed a great service that is helping many major publishers manage their ad space more efficiently and profitably."
Mohan added that Google believes that this investment will be an important step to help online publishers, and will further improve and grow the display advertising industry as a whole.
The transaction is subject to regulatory review. Till then the two companies will remain independent in the marketplace.
Admeld’s Michael Barrett said together Admeld and Google can help address some of the underlying inefficiencies.
Barrett said, "Though we have no specific integration plans yet, we imagine our combined offerings can help publishers make more informed, efficient, and profitable decisions across all tiers of their inventory."
"Over the last two years in particular, display advertising has undergone more innovation than in the previous ten years combined. RTB, data management, private exchanges: the space has come a long way, but despite all the progress, it still has a long way to go. Our goal, together with Google, is to continue to move display advertising forward and ensure that publishers stay on the cutting edge."
