On May 22, Google told the FT that display advertising is heading for a big boom, with an especially strong increase in real-time bidding platforms for this type of advertising (similar to the way it works with search).
Today, Google showed that it takes its own predistions seriously. Rumors abound that Google is going to buy AdMeld for USD 400 m. AdMeld is a so-called Supply Side Platform, that helps publishers navigate the real-time bidding (RTB) process and (presumably) command higher prices for their inventory. Interestingly, only last year Google bought Invite Media (as the article notes), which is a demand side platform, i.e. helping advertisers and ad agencies in the RTB process.
So now Google owns both sides of the equation! Google really seems to be approaching world domination, can a fair market place arise from this.
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