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Google’s full employment program for anti-trust regulators continues: The search giant is in the final stages of a deal to purchase ad tech company AdMeld. Like other recent Google purchases, this deal will automatically generate scrutiny from Washington before it can formally close.
Unlike many companies in this space, Admeld is built and run by publishing veterans. Our CEO, Michael, led global sales at Fox Interactive Media, our Co-Founders Ben and Brian held senior positions at AOL, and our Chief Media Officer, Jason, was most recently VP of Strategy & Revenue for Time Inc. Digital. Because we’ve walked in your shoes, we’re more passionate and better equipped to help you than anyone else.
"AdMeld veered off to being mostly an RTB arbitrageur, buying inventory at low prices from publishers and selling it for higher prices to advertisers while keeping the spread for themselves -- without giving any transparency into this practice to publishers."
This is similar to how Google tapped DoubleClick to get a first look at the impression and then arbitrage publishers' inventory through Google AdEx. This acquisition and business model is good for Google, but bad for publishers, he said. Google has struggled to get mass adoption with the top 500 publishers because their interests are not aligned, and sometimes competitive, with the publisher.
Executives at the Rubicon Project feel so strongly that this is bad for publishers and the open market that they are offering all existing AdMeld customers 90 days of free service.
That's too much talent or knowledge.
The Real Reason Google Is Paying Up Big For Admeld
Forget Yield Optimization, This Is About Buying Volume for Real-Time Advertising
Google bought QPS volume, period. [QPS is queries per second, a measure of liquidity or volume of display ads being offered via real time bidding or RTB.]