Google has acquired mDialog, a video advertising firm which specialises in helping large media companies deliver and measure video content to connected devices including mobile phones, tablets, Apple TV boxes and Xbox consoles.
Google will be integrating mDialog's technology and expertise into its DoubleClick Digital Marketing product suite in an effort to encourage more large-scale advertisers to buy more online video advertising. While DoubleClick has traditionally focused on display advertising, the growing popularity of online video and the signs that advertisers are moving spending from TV to online means that Google will have to adjust to take advantage of the shift in trends.
The purchase of mDialog is one part of Google positioning itself for the growth of online video ads – earlier this month, it launched Google Partner Select, a programmatic marketplace for 'premium' videos. A price for the acquisition of mDialog hasn't been disclosed.