Google Rumored to Be Acquiring AdMeld for $400 Million

Google is reportedly on the verge of closing a deal that would have the Internet search giant acquire AdMeld, a display advertising company.

Despite initial reports that the acquisition is already a done deal, sources speaking with The New York Times contend that negotiations remain ongoing and nothing is yet certain about the acquisition.

Additionally, the NYT points out, a mega-acquisition such as this would probably draw some degree of regulatory review before the deal can officially close.

Admeld helps publishers sell display ads in real time. When Internet users arrive at a publisher’s Web site, in a split second advertisers can bid to buy ad space from the publisher to show to that user. Publishers do this using Google’s DoubleClick Ad Exchange, Yahoo’s Right Media, OpenX and other ad exchanges.

If the acquisition effort proves successful, however, the purchase will come as little surprise anyone, particularly in light of Google’s recently expressed newfound interest and enthusiasm for display advertising.

Just this week, Neal Mohan, Google’s vice president of display advertising, addressed the growing relevance and power of the display ad business at the Interactive Advertising Bureau’s conference.

According to the New York Times, Mohan predicted that display advertising “would become a $200 billion industry and that people would see fewer display ads on Web sites but they would be more relevant and interactive, with video or in-ad games.”