With Invite, Google to Make Display More Like Search

NEW YORK (AdAge.com) — Google on Thursday announced its acquisition of startup Invite Media for an undisclosed sum. The deal is a major endorsement for a nascent niche industry known as demand-side platforms, or DSPs, which allow advertisers to bid on display ad space across multiple ad exchanges, such as Yahoo's Right Media or Google's own AdX. Other companies that compete in this area include Turn, MediaMath, x+1 and DataXu.

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