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Take a walk on the sell-side
December 2, 2011
In June, we
announced
that we are acquiring
Admeld
, a New York-based company that helps large publishers (also known as the “sell-side” by people, like me, who live and breathe display advertising) maximize their revenues from online advertising. We’re pleased that the U.S. Department of Justice has today cleared this deal. We’ll close the acquisition in the coming days and then start the real work—building improved products and services that help our publisher partners to make more informed decisions across all their ad space, and to grow their revenues.
The opportunity for major online publishers is huge...and growing. People are spending more and more time consuming online content across numerous devices, advertisers are running more online and mobile campaigns to reach them; and ads continue to get more engaging and relevant. This represents an unprecedented moment for publishers. We believe that improved technology and services can help publishers seize it and make online advertising work much better.
For now, it’s business as usual—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.
As we do this, Admeld and Google are guided by some core shared beliefs:
We want to give publishers more
control
over their ad space, and offer more
flexible
ways to manage and sell it. Publishers’ businesses should influence the technology they use; not the other way around
We believe that publishers can make better decisions to maximize their revenues when they have better
insights
at their fingertips
We envisage a much
simpler
system that enables publishers to manage and sell their ad space—across desktop, video, mobile, tablets and more
The content produced by Google’s and Admeld’s publisher partners is the lifeblood of the Internet. We can’t wait to start building the next generation of tools and services that will help them grow their businesses.
Update
December 6, 2011
: Our acquisition of Admeld has now closed.
Posted by Neal Mohan, Vice President of Display Advertising
(Cross-posted on the
DoubleClick Publisher Blog
)
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