The deal is valued at US$400 million; however, financial terms were not disclosed. It must also pass regulatory hurdles to go through, and regulators are not expected to approve it immediately, the NewsBizBlog reported Thursday. Google already dominates the display ads field, and the deal is sizable, which means anti-trust regulators are likely to scrutinise it for some time.
Buying Admeld will help Google strengthen its DoubleClick Ad Exchange, which matches ad sellers with ad buyers and aims to give advertisers help in buying on larger sites, the WSJ noted. Google earns a cut from each transaction.