Admeld, which allows publishers to sell ad inventory in real time to the highest bidder, seems to be a service that Google could add to its DFP, part of its Publisher tools. Admeld purports to bring in ads from a variety of ad networks and exchanges, however. Somehow it doesn’t seem intuitive that Google will keep the service bringing in outside ads when it seeks to serve its own.
Google had tried to buy Admeld earlier this year but talks broke down before a deal could be completed.
Google was willing to spend $150-$200 million on Admeld, but that price was too low for Admeld.
It looks like doubling the price helped seal the deal.