DoubleClick recently announced that its mobile division, DoubleClick Mobile, is integrating with 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 idea is to help mobile publishers fill more of their available inventory and 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.
Commenting on the announcement group product manager for DoubleClick products Ari Paparo said: “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.”