Google is in talks to buy ad optimization platform Admeld for $400 million, according to reports.
The search giant has been in negotiations with the company and hasn't closed on the deal, according to the New York Times. Google has been busy broadening and expanding their display ad base, having acquired AdMob, DoubleClick, Teracent and Invite Media in the last few years. But Admeld is a slightly different kind of buy because it caters to publications looking to navigate and choose between display ad networks.
Display ads could be a $200 billion a year industry, so Google knows that in order to keep revenue rolling it has to be open to all display ad options. That includes making ad buys for clients easy to navigate and understand.