WIRELESS AND MOBILE NEWS

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.”