Google In Talks to Acquire AdMeld for $400 Million [REPORT]

Google is in the final stages of acquiring AdMeld, a firm that specializes in ad optimization and ad inventory for publishers, according to several reports.

AdMeld gives publishers the ability to get the best prices for their ad inventory. The New York-based company helps publishers choose their ad buys across dozens of advertising networks and get the best price possible. Competitors include Rubicon Project and PubMatic.

Google is apparently willing to pay a lot for AdMeld's technology and customers: around $400 million, according to The New York Times. This is an area of the online advertising market segments Google doesn't already dominate, so the acquisition makes sense on Google's end. However, this acquisition is likely to undergo heavy scrutiny from government regulators, as Google is already the dominant force in text and display advertising.