Today the U.S. Justice Department approved Google’s $400 million acquisition of display advertising company AdMeld. The deal can proceed without any governmental conditions. Antitrust lawyers found that there are enough competitors that are similar to AdMeld.
?Although the Antitrust Division concluded that this particular transaction was unlikely to cause consumer harm, the division will continue to be vigilant in the enforcement of the antitrust laws to protect competition in display and other forms of online advertising,? said the Justice Department.
Display advertisements include banners that are posted on websites. Google currently dominates the sale of text ads that are next to search results. Through the acquisition of AdMeld and DoubleClick, Google is attempting to grow their display ad business at a rapid pace. The Justice Department is still scrutinizing Google’s $12.5 billion acquisition of Motorola Mobility.