Rumors(?): Is Google Set to Buy Invite Media?

“Now that Google has wrapped up its AdMob deal, what’s next on its shopping list? One good bet: ad tech startup Invite Media.

Industry sources believe Google (GOOG) is close to a deal for Invite, a three-year-old “demand side platform” designed to help buyers navigate high volume display advertising exchanges — like the one Google launched last year.

A deal has supposedly been in the works for some time, and one theory is that Google has been waiting for the AdMob saga to conclude before moving forward. Estimates for a price are all over the map, ranging from $60 million to $100 million.

The caveat: Google’s name has been linked to various DSPs for several months.

“We have not entered into any agreement with any company,” Invite CEO Nat Turner told me via e-mail this afternoon. “I’ve honestly heard similar rumors about every other company in the space, so I don’t put too much credence in what people are saying these days.” A Google spokesman declined to comment on “rumor and speculation”.

Whether or not it makes sense for Google to buy Invite or any other DSP depends on who you talk to. Some people think a DSP is a natural compliment to Google’s AdX unit, since it makes it easier for big ad holding companies to funnel money into the exchange.”

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