Google has set its sights on buying online ad optimization firm Admeld, according to reports out this week.

If the sale goes through, Google could use Admeld in conjunction with their DoubleClick ad exchange to help publishers choose ads in real-time across ad networks and exchanges, with the option to go with the highest bidder.

Details are yet to be confirmed by either Google or Admeld, but, according to the New York Times Blog, the price could be in the area of $400 million.

Apparently this isn’t the first time Google has tried to buy the display ad company. In February, they offered Admeld between $150 million and $200 million for an acquisition, but apparently talks broke down over price.

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