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DoubleClick mobile - Click technology for mobile ad management
Internet Advertising firm DoubleClick has produced the technology for a mobile ad management product, DoubleClick Mobile.The company, which was bought by search giant Google for £1.6 billion earlier this year, will now provide ad trafficking and yield optimisation for campaigns designed for mobile phones.
DoubleClick's vice president of emerging technologies, Ari Paparo commented: "The product is oriented toward media companies that are publishing mobile.
"What we've seen over the past year is the approach of a tipping point. Most media companies are publishing mobile content and are monetising that. It's getting to the point where it's common enough that they're looking for a solution to sell that inventory themselves and make more money."
The product allows marketers to pair ads with content according to the screen size and limitations of the device on which they will be displayed, and will support specific ad formats like combination ads and roadblocks.
DoubleClick Mobile will launch simultaneously in Europe and the US. Internet Marketing on mobile phones is likely to grow sharply as more consumers make the leap to 3G devices.
Related: Google appears to be at work developing a new Google phone, or GPhone, which will go up against the likes of the Apple iPhone: Google phone to compete with Apple iPhone
Google News posted on 25 September 2007
