Google is lining up a deal to buy online display advertising company Admeld for around $400 million.
Admeld allows publishers sell display ads in real time. When internet users arrive at a publisher’s website advertisers can bid to buy ad space from the publisher to show to that user through ad exchanges like Google’s DoubleClick.
New York-based Admeld is one of a growing number of companies formed to help both publishers and media agencies navigate the new world of instant trading on ad exchanges. The company is led by former Fox executive Michael Barrett (pictured) and raised $30m in venture financing recently.
Its media owner clients include Fox, IDG, Hearst, Discovery and The Weather Channel.
Last year Google bought Invite Media, a company that helps advertisers and agencies buy ads in real time.