Google Builds Up Digital Video Advertising Capabilities With mDialog Acquisition

In another sign of Google’s active plan to attract more brand dollars and capitalize on the digital video boom, the company announced it has acquired digital video advertising tech firm mDialog.

Making the announcement on the mDialog site, the start-up said the team will be joining forces with DoubleClick and will eventually integrate its services to manage, deliver, and measure video advertising into the platform for publishers.

mLabs will continue to work with its existing customers — major media companies like NBC and Fox — to monetize video ad inventory across IP-connected devices, including iPad, iPhone, Android, GoogleTV, Apple TV, Roku and Xbox. The company’s Smart Stream Platform in-stream, targeted advertising within live and on-demand digital programming.

Google’s other recent play in the digital video space includes the launch of Google Partner Select, a marketplace for premium video advertising.

Google buys digital video advertising ad tech mDialog

Related Topics: Channel: Video | Google | Google: Acquisitions | Video

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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