DoubleClick in mobile ad network integration

2nd May 2008

DoubleClick, the advertising company purchased by Google earlier this year, is set to integrate with a number of mobile advertising networks.

The firm announced the move this week, asserting it would offer greater choice to publishers and help them monetise 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 the company's group product manager Ari Paparo.

Google bought DoubleClick for $3.1 billion (£1.5 billion) earlier this year, following which it emerged in the New York Times that the search behemoth was planning to cut jobs at the internet advertising firm.

The new deal is to see DoubleClick team up with networks including AdMob, Google AdSense for mobile content and Millennial Media's MBrand network.

Publishers will be able to sell mobile display inventory indirectly due to the deal, the company asserted.