Mountain View, Calif. – Google has acquired online advertising optimization firm AdMeld for a reported $400 million, according to TechCrunch, which cited “multiple sources.”

Founded in 2007, New York-based AdMeld helps publishers to attain better rates for their advertising space.

The company has raised around $30 million in venture capital financing to date, from investors including Foundry Group, Spark Capital, Norwest Venture Partners, Time Warner Investments and Spark Capital.

While U.S. antitrust regulators are likely to examine the deal, Google was last year able to gain regulatory approval for its $750 million acquisition of mobile advertising firm AdMob.


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