Google is to acquire advertising optimisation specialist Admeld, as part of an effort to beef up its display ad business.
The company said that the New York-based Admeld will be added to a display ad platform anchored by DoubleClick, which Google acquired in 2007 for $3.1bn.
"We often hear from major web site publishers that ad management today is still mind-numbingly complicated and inefficient," wrote Google vice president of display advertising Neal Mohan in a company blog posting.
"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 better."
Admeld is described as a "yield optimisation" specialist that links sites with multiple indirect advertising providers, allowing ads to be better targeted for a site's specific audience to improve effectiveness.
Mohan explained that the addition of Admeld will allow Google to better connect site publishers with effective ads.
"The Admeld team is an example of the huge strides the industry is making," he said. "It has quickly developed a great service that is helping many major publishers manage their ad space more efficiently and profitably."
Display ads have been a major part of Google's business since the integration of DoubleClick. The platform competes with rivals such as Yahoo to provide advertisements on web pages.
However, user privacy has become a hot topic in the advertising space, and a number of firms have come together to develop a way to opt out of cookie tracking and behavioural advertising.
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