With an aim to provide more high quality video options to its advertisers, Google yesterday acquired video advertising technology provider mDialog. Financial details of the deal were not disclosed.
"Together, we’re committed to offering more ways for publishers to monetize live, linear and on-demand video content across all screens", the company said in a Google+ post, adding that they'll work with the mDialog team to incorporate its technology and expertise into their DoubleClick product suite.
Founded by Greg Philpott in 2006, mDialog, through its Smart Stream Video Platform technology, enables Linear, Live and On-Demand ad insertion across connected devices including iPad, iPhone, Apple TV, Android smartphones and tablets, Google TV, Roku, Xbox, and Smart TVs.
DoubleClick has traditionally focused on graphical advertising, but with online video advertising becoming more popular and advertisers spending more on web than TV, Google is acting swiftly to take advantage of the new trend.
The search giant also pointed to Google Partner Select, a programmatic video ad marketplace for premium content, as yet another example of its ongoing investments in helping brands connect with high-quality video content.
Meanwhile, mDialog also announced the acquisition news on its website. "Together, we’re looking forward to offering content creators new and even better ways to make money from their live and on-demand content", it said, adding that it will continue to offer services to existing customers.
The video advertising company had raised $8 million in funding until now. Most recently, it raised $5 million in a Series A round led by the BlackBerry Partners Fund.