Google AdMeld Deal Under Scanner for Second Time

Google Inc. has reported that the Department of Justice (DoJ) of the United States has asked for more information regarding its proposal to acquire AdMeld.

Google Inc. revealed that the antitrust authorities of the DoJ have requested for a second round of information on its plan to buy web-based advertising firm AdMeld.

We've been discussing this deal with the Department of Justice, who are obliged to review the transaction because of its purchase price. As they do for many acquisitions, they have sent us a "second request," the vice president, display advertisement division at Google, Neal Mohan stated in an official blog post.

Mohan also added that the second request by the DoJ is not surprising for the search giant because the field of display advertisements is relatively new and very complicated.

Further information means a second round of scrutiny of the deal at the hands of authorities which would delay the acquisition of around $400 million announced by both the firms in June.

The Search Engine aims at grabbing a larger share of the graphic advertisement market as it continuous to add expertise to its company. Google Inc. has already acquired Double Click and AdMob to enhance its advertising portfolio.