As someone who buys regularly from Admeld and Google, this makes a lot of sense to me. Admeld's RTB platform is possibly second in size to Google AdX/GDN. Rolli

As someone who buys regularly from Admeld and Google, this makes a lot of sense to me. Admeld's RTB platform is possibly second in size to Google AdX/GDN. Rolling up all their publishers under the same platform means even more inventory that Google can control. This is consolidation in the traditional sense- Google is trying to commoditize display inventory and end up as the monopoly provider of display inventory. Interestingly enough, Yahoo! sells a boatload of inventory through Admeld... I'm curious to see what changes in that relationship, and if Yahoo! really is going for more of a content strategy while Google goes for the advertising tech play. While it was a pretty dumb comment and off topic, the top comment on the TC article got the gist of it: "this is why android is still laggy and fragmented, because google cares about ads more than software quality."