Google announced Monday that it has agreed to buy online advertising company AdMeld, a service could help the website grab a larger slice of the market for graphical display ads.
Financial terms of the deal were not disclosed. Accrording to previous TechCrunch report, Google will pay about $400 million for the advertising start-up.
Google has a display ad network and an exchange called the DoubleClick Ad Exchange, and Admeld’s technology could eventually be incorporated into those. But Google said Admeld would continue to work openly with other ad networks and exchanges, too.
"Our goal, together with Google, is to continue to move display advertising forward and ensure that publishers stay on the cutting edge."said Michael Barrett, Admeld’s chief executive officer.
New York-based AdMeld offers "yield management" technology, which allows Web publishers to instantly sell display ads, as Web surfers visit different pages on a site.