DoubleClick, the Google-owned ad platform, has revealed that its delivery system for mobile devices is integrating with a number of ad networks.Under the terms of the arrangement, DoubleClick Mobile will merge with AdSense, AdMob and Millennial media's MBrand ad networks.
DoubleClick Mobile is part of the DoubleClick Revenue Centre, which provides media sellers with a means by which they can manage their display campaigns in tandem with emerging platforms, such as mobile advertising.
As a result of the integration, developers who use DoubleClick to manage the sale of their mobile display inventory will be able to choose between dealing directly with media buyers or taking automated feeds from the networks.
Commenting on the deal, Omar Hamoui, AdMob's founder and chief executive officer, said: "AdMob is always eager to extend our engineering investments in mobile advertising relevance and optimisation to new platforms.
"We are excited that DoubleClick's clients will now be able to join over 4,000 existing AdMob publishers in leveraging AdMob's ad liquidity and mobile specific ad serving technologies."
Meanwhile, Ari Paparo, group product manager for DoubleClick products, added that the firm believes that providing advertisers with the option to sell mobile inventory directly and indirectly will ultimately lead to "better monetisation" for publishers.
After initially announcing its intention to purchase DoubleClick in April 2007, Google officially completed the acquisition in March of this year.
