The United States Department of Justice has approved the proposed $400 million acquisition of real-time bidding platform AdMeld by Google. According to Washington Post, the deal can be cleared “without any major conditions” following antitrust analysis that determined “there are enough competitors that offer services similar to AdMeld”.
A post over at the Google blog says the search company will close the acquisition of the New York-based company that helps publishers sell ad inventory in real time to the highest bidder “in the coming days”. After the deal is completed, Google will focus on improving products and services for publishers and advertisers. For now, it’s business as usual, Google wrote, adding:
Admeld’s products will operate separately to Google’s existing solutions (such as DoubleClick for Publishers and the DoubleClick Ad Exchange). But over time, there are opportunities to bring the best of both businesses together in a variety of ways; and to develop entirely new solutions, too.