Mergers and Acquistions News
Categories: Software
June 14th 2011, 10:20AM
Internet giant Google has revealed plans to buy online advertising company AdMeld in a bid to grab a larger market share for graphical design adverts.
The acquisition deal, for which the financial details have not been disclosed, is the latest in a string of deals for the search engine aimed at boosting initiatives outside its search business, including social networking and mobile advertising.
New York-based AdMeld provides technology which allows web publishers to sell display adverts instantly as users visit different pages on a site.
It will be integrated with Google's DoubleClick feature.
Google is hoping that the acquisition will help it to enjoy a larger slice of the $200 billion (£124 billion) display ad industry which is predicted to grow over the next few years.
Under the terms of the deal the two companies will remain independent while the transaction undergoes review and until it is completed.
Other recent acquisitions by Google include social media analytics service PostRank and price comparison website Sparkbuy.
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