• May 2, 2008

DoubleClick has integrated its mobile ad-serving platform with a group of mobile ad networks including AdMob, Google's AdSense for mobile content, and Millennial Media's MBrand and Decktrade networks.

The aim is to help mobile Web sites fill inventory more efficiently by giving them more ad-serving options to choose from. Typically, mobile sites sell all of their advertising through a single ad network. "We believe that the ability to sell mobile inventory directly and indirectly will provide mobile advertisers with more options, ultimately leading to better monetization for publishers," said Ari Paparo, group product manager for DoubleClick products, in a statement.

Although owned by Google, DoubleClick will act as a neutral party in working with other mobile ad networks.

--Mark Walsh