The United States Department of Justice is probing Google’s plan to acquire AdMeld to the tune of $400 million. This investigation can postpone the completion of the deal. This is not the first time Google was investigated by a federal agency.
A second request is when government regulators ask for more information before they complete the review of an acquisition. Last year, the Department of Justice probed Google when it proposed the acquisition of ITA Software for $700 million. The deal was not approved until April of this year but not it came with several conditions.
The second request in the AdMeld case was announced in a blog post last Wednesday by Google Vice President of Display Advertising Neal Mohan. He said that the request didn’t surprise the company because the display advertising industry is relatively new but complex.
He wants the review by the Department of Justice to be completed as quickly as possible. Mohan added that the display advertising industry is competitive and fast moving. Google doesn’t want to delay bringing better services to the clients.
AdMeld brings ad optimization that would help web sites choose which ads to accept from which ad networks and other ad buyers. Included among the networks is Google’s DoubleClick.
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