DoubleClick, digital marketing technology and
services, announced that DoubleClick Mobile, the company’s
advertising delivery system for mobile devices, is integrating with
mobile ad etworks including AdMob, Google’s
AdSense for mobile content, and Millennial
Media’s premium MBrand network as well as its
Decktrade performance network. This upgrade
helps mobile publishers fill more of their available inventory and
ultimately earn more revenue.
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. By managing inventory
across direct and indirect channels, DoubleClick Mobile helps publishers
better monetize their mobile web content.
“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.”
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.
“Both brand and performance advertisers are
using our MBrand and Decktrade networks to reach their mobile
advertising goals,” said Paul Palmieri,
president and CEO of Millennial Media. “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.”
“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.”