Mobile ad network integration for DoubleClick

Category: Online marketing

May 2nd 08, 09:05

Google's Doubleclick has announced it is to integrate with a number of mobile ad networks, including AdMob, Google AdSense for mobile content and Millennial Media's MBrand network.

The move is being billed as an opportunity for publishers to earn more revenue and improve monetisation of mobile web content.

Search giant Google acquired the internet advertising company for $3.1 billion (£1.5 billion) earlier this year.

Following the acquisition, the New York Times reported that Google was planning to cut jobs at the company.

Now, the integration with mobile ad networks is to give publishers the ability to indirectly sell mobile display inventory.

Ari Paparo, DoubleClick's group product manager, commented: "This integration is a great example of how DoubleClick is working with key industry players to bring value to publishers by enhancing the liquidity of mobile display inventory."

He added that online marketing professionals should benefit from a proliferation of options due to the move.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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