Google is eyeing more online video ads with the acquisition of mDialog, which provides managing, delivering and measuring targeted video advertising across platforms. In a blog post, Google said the deal would allow it to find more ways for publishers to monetize live, linear and on-demand video content across all screens. Fox News and NBC Sports were among mDialog’s customers.

While nothing’s changing for mDialog customers immediately, “over time we’ll work with the mDialog team to incorporate their technology and expertise into our DoubleClick product suite,” Google said. The DoubleClick advertising platform, which Google acquired in 2008, has traditionally focused on display advertising.

As consumption of online video increases, Google made a series of moves to own its share of the market. It recently launched Google Partner Select, an online marketplace for premium video allowing video publishers to sell ads in a streamlined, programmatic way. “Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high quality inventory they want,” Google’s vice president of display and video advertising products Neal Mohan wrote in the blog post. The new platform aims to allow marketers and publishers to make direct, reservation-based ad sales. The search company’s YouTube platform already launched a similar service earlier this year dubbed Google Preferred, which seeks to enable advertisers to target the top 5% of content producers on YouTube.

The Daily

Subscribe

Cable Wants FCC to Resist Broadening Broadband Labels

As the FCC draws closer to releasing its broadband consumer label requirement for ISPs, NCTA is urging the agency to dismiss attempts to add more info to the labels.

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Mar 31
The FAXIES Awards 2023 Enter at Best Price by Friday, March 24
Apr 28
Top Ops & Regional RainmakersNominations Due: April 28
May 19
The Diversity List – 2023First Deadline: May 12; Final Deadline: May 19
Aug 18
Most Powerful Women – 2023Deadline: Aug. 11; Final Deadline: Aug. 18
Full Calendar

Jobs

Seeking an INDUSTRY JOB?
VIEW JOBS

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact [email protected] for more information.