Google Acquires Invite Media for DoubleClick Advertiser

Google has made its already-colossal conglomerate even larger. This week, the company obtained Invite Media, a recently-founded advertising technology startup, which will now merge with DoubleClick to provide “real time bidding” services for advertisers.

According to the DoubleClick blog, the unique technology developed by Invite Media uses a single interface to post and enhance ad campaigns coming from a variety of advertising exchanges. Advertisers are also able to purchase display ad space via the same interface. “It enables advertisers and agencies to tailor their bids on an impression-by-impression basis, based on their own data, when bidding on websites that choose to make their ad space available through an advertising exchange,” the post reads.

Although further details on the deal have yet to be released, AllThingsD’s Peter Kafka reports that Google most likely offered the New York/Philadelphia-based startup around $70 million.

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