DoubleClick Agregates with Multiple Mobile Advertising Networks

Advertising agency, DoubleClick - which was recently acquired by Google says that it is integrating its mobile ad platform with other mobile ad networks including AdMob, Google’s AdSense for mobile content, and Millennial Media’s premium MBrand network as well as its Decktrade performance network. The company says that this upgrade will help mobile publishers fill more of their available inventory and ultimately earn more revenue.

"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, group product manager for DoubleClick products. "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."

Now, publishers using DoubleClick Mobile can sell mobile display inventory indirectly, through automated access to one or more networks of mobile advertisers. Publishers, of course, can continue to sell directly as they have always done. DoubleClick Mobile provides an accurate view of what inventory is available to sell, what has been sold directly and what has been filled by ad networks.

DoubleClick Mobile is part of the DoubleClick Revenue Center, which enables media sellers to manage their display campaigns in tandem with emerging platforms, such as mobile advertising, in a single location.

"AdMob is always eager to extend our engineering investments in mobile advertising relevance and optimization to new platforms," said Omar Hamoui, AdMob’s founder and CEO. "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."

Posted to the site on 30th April 2008