News
DoubleClick moves into mobile
Tim Green Sep 24 2007, 5:15pm
Online display ad giant DoubleClick has launched a mobile service.
DoubleClick Mobile integrates the operational processes for scheduling, targeting, selecting and delivering ads on mobile web pages with that of existing digital channels. In other words, clients can now sell and manage inventory across online display, rich media, video and mobile using the familiar DART interface.
Among the mobile-specific extensions to the service are:
· Automatic ad selection matches screen size and capabilities of each device
· Combination ads, road blocked ads and jump pages brought to mobile devices
· Third party impression tracking
· Device preview enables viewing ads on virtual handsets before the ad goes live
· Handset capability targeting to serve ads to devices with specific capabilities
Ari Paparo, DoubleClick’s VP of rich media and emerging technologies, said: “Publishers are starting to see mobile as an exciting revenue growth area as budgets move from experimental to mainstream. Our clients want to take on this opportunity and sell mobile display advertising directly.”
DoubleClick was bought by Google in the summer, bringing the search giant a presence in the ‘display’ ad space to complement its sponsored links and contextual ad solution, Adsense.
