News > US: Google saw ad startup as a ‘threat’ — and bought it

US: Google saw ad startup as a ‘threat’ — and bought it

Google bought advertising technology provider AdMeld in 2011 because the search giant saw the startup as a “threat” to its online display ad strategy, antitrust enforcers sought to show at trial Monday. The government alleges that Google bought up nascent rivals, starting with DoubleClick in 2008 and followed by AdMeld and Invite Media, to build up a dominant position and stifle competition for its online ad tools.