Google Buys Invite Media To Build Up Display Business

As it has been working on its display ad sales business, Google (NSDQ: GOOG) has done the expected and bought demand side platform Invite Media for roughly $70 million, MediaMemo reports, citing unidentified sources. DSPs have been pretty hot lately, as media buying agencies have turned to these vehicles as a way of handling the often complex system of ad exchanges. Philadelphia-based Invite Media has been around for three years and has received an undisclosed amount of backing from Comcast (NSDQ: CMCSA) Interactive Capital, First Round Capital, Genacast Investors and Creative Commerce.

Invite Media is expected to remain as a stand-alone brand and will not be directly folded into to the Google Adx system. But over time, Google will include Invite Media’s platform as part of DoubleClick for Advertisers ad serving function.

By offering a DSP among its various ad services, Google will also be able to strengthen its ties to agencies, which have increasingly built their own systems to manage the ad net/ad exchange divide — examples include real-time bidding exchanges run by Publicis