Google Gets Green Light From DOJ to Buy Admeld

Justice finds deal will not lessen competition in display advertising

Google can breathe a sigh of relief now that the Department of Justice has closed its investigation into Google's $400 million deal to buy Admeld, a display advertising company that helps publishers sell their ads in real time over ad networks.

DOJ's antitrust division found that the transaction "is not likely to substantially lessen competition in the sale of display advertising," Justice said in a statement.

As a result of the DOJ's decision, Google said, it will close the deal "in the coming days."

Admeld will operate separately from Google's existing display advertising businesses, DoubleClick for publishers and DoubleClick Ad Exchange. But eventually, the company says, it will look for opportunities to bring the businesses together in order to develop new solutions.

"We can't wait to start building the next generation of tools and services that will help [Google's and Admeld's publisher partners] grow their businesses," said Neal Mohan, Google's vice president of display advertising.

The DOJ may have signed off on Admeld, but Google still has to worry about Justice's review of the company's $12.5 billion agreement to buy Motorola Mobility. The Federal Trade Commission is also investigating Google for its business practices. 

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