Mountain View, California-based Internet giant Google announced Wednesday that online advertising company  DoubleClick, which it purchased for $3.1 billion in March, has expanded its mobile device ad system to work with mobile ad networks, including Google's own AdSense, in a move aimed at helping advertisers make more money from mobile ads. Joining Google's AdSense for mobile content were the mobile networks of AdMob and Millennial Media, Google announced Wednesday. First Large Integration Since Acquisition Finalized Google sought to simplify the process online publishers, ad agencies and advertisers use to purchase and manage the display of ads on mobile devices with Wednesday's move to integrate the mobile ad networks. "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," said Ari Paparo, DoubleClick products group manager in the Wednesday statement. "We believe that the ability to sell mobile inventory directly and indirectly will provide mobile advertisers with more options, ultimately leading to better monetization for publishers," Paparo added. Publishers could use the newly integrated DoubleClick system to help fill previously unsold ad inventory, and Google said the move could also help mobile publishers selling both directly and indirectly better monetize inventory using the new system's automated access. Google Expands DoubleClick Mobile Advertising Millennial Media's premium MBrand and Decktrade ad networks are among those chosen to take part in the  new Google DoubleClick mobile ad system, in an integration company chief executive Paul Palmieri sees as a positive step for his firm. "Both brand and performance advertisers are using our MBrand and Decktrade networks to reach their mobile advertising goals," Palmieri noted in the Wednesday statement. "Our integration with DoubleClick Mobile makes it possible for publishers to accept ads from Millennial Media's deep roster of leading advertisers while preserving their ability to sell directly," Palmieri added. Google and DoubleClick noted that while Web publishers can continue to use the same methods they have in the past, the new integration with mobile ad networks could make the process easier, with tools for showing what inventory is available to sell, what has been filled by ad networks, and what has been sold directly. Using both direct and indirect channels, Google and DoubleClick said the upgraded DoubleClick Mobile system can help manage ad inventory from one centralized location. AdMob Among Initial Mobile Ad Partners Online ad company AdMob and its 4,000 publishers are now available to Google DoubleClick customers, a partnership heralded as a positive move by AdMob founder and chief executive Omar Hamoui. "AdMob is always eager to extend our engineering investments in mobile advertising relevance and optimization to new platforms," Hamoui said. "We are excited that DoubleClick’s clients will now be able to join over 4000 existing AdMob publishers in leveraging AdMob’s ad liquidity and mobile specific ad serving technologies," added Hamoui. The new DoubleClick Mobile system is a part of the company's DoubleClick Revenue Center for managing and reporting results from various ad campaigns in a single spot, and includes the company's Dynamic Advertising Reporting and Targeting (DART) ad serving platform, along with the ability to see how particular ad campaigns are performing using either internal tools or third party metrics. "By integrating with mobile ad networks, DoubleClick Mobile allows you to choose between direct and indirect sales channels or even use a network as a mobile sales specialist to increase the sale of your inventory," DoubleClick noted. Before being purchased by Google, DoubleClick served roughly 2,000 clients including advertisers, Web publishers, and advertising agencies. Related Links:
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10:35 pm on April 30, 2008 (utc 0)
