Google is buying mobile and online ad exchange Admeld for $400m (£247M). In a blog post, Admeld CEO Michael Barrett says the relationship between the two companies has been fuelled by: “a shared belief that managing display advertising is still far too complicated for publishers, and together Admeld and Google can help address some of the underlying inefficiencies.” Barrett adds that while the transaction undergoes regulatory review, the two companies will remain independent in the marketplace.
Mobile is not mentioned specifically, either in Barrett’s post, or in a post on the Google blog from Google’s vice president of display advertising, Neal Mohan, about the acquisition, but given Google’s interest in the mobile advertising space through its acquisition of AdMob, it seems likely that any attempt by the companies to simplify the process of managing online display advertising will also embrace mobile. 
