Publishers can now use DoubleClick to fill inventory with ads from third-party networks.
Google-owned ad platform provider DoubleClick Mobile has plugged the AdSense, AdMob and Millennial media's MBrand ad networks into its systemThis means that publishers that manage the sale of their mobile display inventory using DoubleClick can choose between dealing directly with media buyers or taking automated feeds from the networks.
Omar Hamoui, AdMob's founder and CEO, 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."
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