Google acquires video advertising platform mDialog

Google announced yesterday that it had acquired San Francisco-based video advertising platform mDialog, making it a part of its DoubleClick platform’s offerings.

mDialog enables brands to manage, deliver and measure video ads across a variety of platforms and devices, including Apple’s iPad and iPhone, Android devices and the Xbox.

By acquiring mDialog, Google is ramping up its programmatic video ad buying options for its big brand advertisers. In a Google+ post about the acquisition, the company wrote:

Together, we’re committed to offering more ways for publishers to monetize live, linear and on-demand video content across all screens. While nothing’s changing for their customers immediately, over time we’ll work with the mDialog team to incorporate their technology and expertise into our DoubleClick product suite. This represents the latest of our ongoing investments in helping brands connect with high-quality video content, like Google Partner Select, our new marketplace for premium programmatic video. 

The acquisition also boosts DoubleClick’s video advertising offerings (traditionally it has focused on display ads) in a crowded marketspace, where it competes with companies such as BlackArrow, YuMe, Auditude, and FreeWheel,

The financial terms of the deal were not disclosed.

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