US Justice Department Digs Deeper in Google’s AdMeld Acquistion


US Justice Department Digs Deeper in Google's AdMeld Acquistion

(Photo Credit: AdMeld)

The U.S. Justice Department is digging deeper into Google’s $400 million proposal to acquire advertising company AdMeld, probably delaying a supposedly completed agreement.

Google’s lawyers somehow expected government regulators to start an investigation, as it did in the company’s previous acquisitions, the $700 million ITA Software buyout in particular.

The U.S. Justice Department has requested Google to produce more information prior to a wrap up of their review, attempting to have a better understanding on the effects of acquiring AdMeld to dominance in advertising.

In a post on the Google Public Policy Blog, VP of Display Advertising Neal Mohan revealed the second AdMeld case request, describing the current display advertising industry as “very new and highly complex.”

“But we’ll work to enable this review to be concluded as quickly as possible – display advertising is highly competitive and fast moving, and we don’t want our efforts to bring better services to our clients to be delayed,” Mohan added.

AdMeld offers advertising optimization for publishers, helping websites point out the best ads to implement from networks and buyers, including Google’s DoubleClick network.

Mohan, however, did not specify an estimated date of completion for acquiring AdMeld.

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Author: Francis Rey

Francis is a voracious reader and prolific writer. He has been writing about social media and technology for more than 10 years. During off hours, he relishes moments with his wife and daughter.

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