Google is buying New York-based ad startup Admeld for $400 million, TechCrunch reports.
Previously we had heard Google was trying to buy Admeld for $150-$200 million, but Admeld thought it was worth more.
Looks like it was right!
Admeld is a real time bidding platform (RTB), which means publishers can sell ad inventory in real time to the highest bidder. Should be helpful for Google’s growing display ad business.
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