In a move to simplify the process of buying display ads, Google purchased AdMeld, a firm that specializes in ad optimization and ad inventory, making the news official on The Official Google Blog ^[1]. The acquisition of this yield optimization firm will make Google a one-stop shop for advertisers.

“We often hear from major website publishers that ad management today is still mind-numbingly complicated and inefficient,” wrote Neal Mohan, Google’s vice president of display advertising. “We’ve been investing in our publisher tools to try and improve this landscape and have made great progress, but we think we can do even better.”

AdMeld, based in New York, is a platform that helps publishers choose their ad buys across the plethora of advertising networks to find the best prices possible. The terms of the deal have yet to be officially released, but last week, The New York Times reported ^[2] Google was ready to pay around $400 million for AdMeld’s technology and customers.

Read more from Mashable ^[3].