The search leader has bought online ad company Admeld for about $400 mil to boost its display ad business, according to published reports. Admeld helps publishers sell display ads, with advertisers bidding to reach certain Web users. The company is the latest in Google's (NASDAQ:GOOG - News) buying spree as it tries to diversify from search ads. Its display ads generate about $2.5 bil a year, a small fraction of total revenue. Shares fell 1.5% to 509.51.
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