Google buys mDialog to boost video advertising. More clicks please.

By Lori Sandoval, Tech Times | June 22, 4:09 AM

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Google and mDialog joined forces to offer video advertising options to publishers or advertisers. Will such move push back the declining revenue of Google to the top in the mobile ad space?
(Photo : Carlos Luna)

Google announced its acquisition of mDialog video advertising firm, in the company's attempt to monetize the rising popularity of video technology by offering such video options to possible advertisers.

The announcement was made in Google’s blog, DoubleClick Digital Marketing.

“We’re thrilled to welcome mDialog to Google. Together, we’re committed to offering more ways for publishers to monetize live, linear and on-demand video content across all screens,” the blog post states.

mDialog likewise announced the acquisition in its official website.

“We’re excited to announce that mDialog is joining the DoubleClick team at Google.
We will continue to offer our services, just as we always have, to programmers and distributors — meaning there are no immediate changes for our existing customers,” mDialog writes.

Research says mDialog is a San Francisco-based startup that works with big media firms across North America, such as Fox and NBC, in terms of managing and delivering video advertising in a range of mobile products such as the Android OS of Google, Roku and Xbox streaming platforms and iPads and iPhones of Apple, among others. Founded almost a decade ago, the company raised an $8 million worth of funding.

The merger of mDialog with Google will integrate and join its services with the latter’s DoubleClick platform, providing video advertising for publishers.

“While nothing’s changing for their customers immediately, over time we’ll work with the mDialog team to incorporate their technology and expertise into our DoubleClick product suite. This represents the latest of our ongoing investments in helping brands connect with high-quality video content, like Google Partner Select, our new marketplace for premium programmatic video,” Google explains.

“Together, we’re looking forward to offering content creators new and even better ways to make money from their live and on-demand content,” mDialog also says.

Research firm eMarketer discloses that Google’s share of the mobile search advertising income declined from 82.8 percent in 2012 to 68.5 percent in 2013. Market analysts say Google’s move to purchase mDialog is obviously a strategy to shift from the conventional advertising display to other advertising types or units, especially with the expanding trend in mobile industry that has been growing in the recent years, and to prevent further loss in the mobile advertising space.

Google’s acquisition price for mDialog, however, was not disclosed by any of the two parties.

mDialog isn’t only the new acquisition of Google, according to The Wall Street Journal. A spokesman of Google says a deal was likewise reached with wireless firm Alpental Technologies, which is seen to help provide speedy Internet to far-flung areas where the company has other projects.

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