DoubleClick launch mobile ad platform
Digital marketing technology provider DoubleClick have launched a new service aimed at companies who want to advertise on mobile sites.
The DoubleClick Mobile solution integrates the operational processes for scheduling, targeting, selecting and delivering
ads on mobile web pages with that of existing digital channels. As a result, media companies can now use DoubleClick¹s publisher solutions to sell and manage inventory across online display, rich media, video and mobile.
The integration of DoubleClick Mobile with DoubleClick’s DART for Publishers (DFP) platform means everyone involved in managing digital advertising campaigns — ad sales staff, ad operations staff, account managers, traffickers, metrics analysts, campaign specialists and others — can easily support mobile advertising responsibilities within their current role. Across roles and responsibilities in a publishing organisation, the familiar DART interface makes managing mobile campaigns as simple as managing any other type of campaign. For example traffickers upload mobile creatives, set the duration of mobile campaigns and designate targeting criteria much as they would for a rich media or display campaign.
“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,” said Ari
Paparo, DoubleClick’s vice president of rich media and emerging technologies. “As media companies begin to offer integrated digital ad packages to advertisers that include online display, rich media, video and mobile, everyone wins. The launch of DoubleClick Mobile marks an important step in bringing mobile into the mainstream digital advertising ecosystem.”
“Being the first organisation to implement DoubleClick Mobile, we believe that 2008 is going to be the year that monetising mobile channels through an ad-supported models becomes a strategic priority for our customers,” said Heleen van Oord, Managing Partner of DQ&A. “We’re excited by DoubleClick’s ability to couple their understanding of digital marketing
with the unique needs of mobile.”
