Reports: DOJ to review Google's Admeld acquisition

18.06.2011
The U.S. Department of Justice will reportedly evaluate the antitrust implications of , whose technology is designed to help web publishers manage and fine-tune the way they sell display ads.

The DOJ wants to review whether competition in the online advertising market will be hurt if Google buys Admeld, a deal the search company announced just several days ago, Bloomberg and The Wall Street Journal are reporting.

Neither Google nor the DOJ immediately responded to requests for comment.

Google, the long-time leader in search advertising, has over the past two years made big strides in display advertising, a market segment in which for many years it was a minor player.

By investing billions of dollars through major acquisitions of companies like YouTube and DoubleClick, Google has now significantly improved its position in display advertising.

In fact, IDC recently reported that in the first quarter in the U.S. Yahoo has traditionally been the leader in display advertising.