Online ad spend is consistently rising, and Google's latest acquisition may be the company's effort to ensure its ad partners see ROI.

Online ad spend will exceed $80 billion this year, according to eMarketer's latest estimate. With its recently confirmed acquisition of AdMeld, it seems Google wants to ensure that its ad partners see ROI so it can draw its share of these ad dollars – and marketers may find AdMeld data helps them make better investment decisions.

The eMarketer forecast indicates that the worldwide ad market is approaching $100, and online ad spend will see considerable gains through 2015. By 2013, the firm predicts ad spend will go beyond $100 billion, and will surpass $130 billion by 2015.

Google is well aware that the online ad industry is growing, as the company indicates its interest in the market – particularly the display market – in a new blog post. As Google explains, its acquisition of AdMeld aims to offer more flexible management tools to publishers to help them better understand the returns from their campaigns.

The search giant says AdMeld will continue to work with other ad networks, but it is especially interested in what the company will bring its display ad partners.

“Together with Admeld, we hope to make display advertising simpler, more efficient and more valuable, provide improved support and services, and enable publishers to make more informed decisions across all their ad space,” Google says.

As Brafton has reported, Google started expanding its Display Network ad options almost a year ago. AdMeld may help it (and its ad partners) gain a competitive edge in the market, though Facebook has accounted for a growing share of impressions.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.