Justice Department approves Google’s purchase of Admeld

{mosads} Admeld, founded in 2007, is a New York-based company that helps online publishers maximize their ad revenue. 

“The investigation determined that web publishers often rely on multiple display advertising platforms and can move business among them in response to changes in price or the quality of ad placements,” the Justice Department explained in a news release.  “This use of multiple display advertising platforms, commonly called ‘multi-homing,’ lessens the risk that the market will tip to a single dominant platform.” 

Google said the deal will help it build “improved products and services that help our publisher partners to make more informed decisions across all their ad space, and to grow their revenues.”

Google had revenues of about $29 billion in 2010, the Justice Department notes.

–Updated at 12:57 p.m.