• MediaMemo, Thursday, June 3, 2010 12:10 PM

A day after MediaMemo broke the news of Google acquiring ad technology startup Invite Media, the search giant is acknowledging the deal, and explaining the rationale behind it. "In recent months, many agencies and advertisers have been asking us to make a bidding platform available directly to them, as they want to take advantage of the opportunities that real time bidding presents," Google wrote in its DoubleClick blog.

"We're going to continue to invest significantly in improving Invite Media's technology and products as a separate platform and, in time, make it work seamlessly with our DoubleClick for Advertisers (DFA) ad serving product." Google also made sure to quell any concerns that it might hog Invite all to itself. "Invite Media enables ad space to be bought across multiple exchanges and platforms, with its clients in control of where their ad dollars are spent," explained Google. "It's going to continue that way." Along with Google's AdX ad exchange, Invite works with OpenX, Yahoo's Right Media and Microsoft's AdECN. MediaMemo, on Wednesday, suggested that Google is paying $70 million for Invite, but it's now hearing that the sum could be even higher.

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