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Apr. 30, 2008

Recently acquired by Google, DoubleClick announces today that it plans to integrate its mobile ad platform with other wireless ad networks including AdMob, Google’s AdSense and Millennial Media.

DoubleClick said that this upgrade will help mobile publishers fill more of their available inventory and ultimately earn more ad revenue.

Ari Paparo, group product manager for DoubleClick said “overall, this platform integration is a great example of how DoubleClick is working with key industry players to bring value to ad publishers by enhancing the liquidity of mobile display inventory.”

DoubleClick's new integration project will allow publishers to display inventory indirectly, through automated access to one or more ad networks of mobile advertisers.

Publishers also can continue to sell directly if they wish to do so.

Paparo added “we believe that the ability to sell mobile inventory directly and indirectly will provide mobile ad marketers with a lot more options, ultimately leading to better monetization for publishers.”

“We are excited that DoubleClick’s clients will now be able to join over 4,000 existing AdMob publishers in leveraging AdMob’s ad liquidity and mobile-specific ad serving technologies,” said Omar Hamoui, AdMob’s founder and CEO.

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Source: DoubleClick.