Google has once again moved to strengthen its position in the advertising market and has acquired New York-based yield optimisation firm Admeld.  Admeld was founded to streamline display advertising space management for web content publishers.  In the announcement of the acquisition on its blog, Google's vice president of display advertising, Neal Mohan, said the following:

"By combining Admeld's services, expertise and technology with Google's offerings, we're investing in what we hope will be an improved era of flexible ad management tools for major publishers. Together with Admeld, we hope to make display advertising simpler, more efficient and more valuable, provide improved support and services, and enable publishers to make more informed decisions across all their ad space. These are all things our publisher partners have been asking us to further invest in. Of course, Admeld will continue to support other ad networks, demand side platforms, exchanges and ad servers, to yield the best possible results for publishers."

Admeld CEO Michael Barrett said a "shared belief" in simplifying display advertising is a driving factor in the purchase. "Though we have no specific integration plans yet, we imagine our combined offerings can help publishers make more informed, efficient, and profitable decisions across all tiers of their inventory."

TechCrunch reported the acquisition was made for around US$400 million.