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Google buys video advertising firm mDialog

MUMBAI: Search giant Google has acquired San Francisco-based video advertising firm mDialog which specialises in managing, delivering and measuring targeted video advertising across an array of IP-connected platforms.

The move will help Google to encourage big-brand advertisers to buy more online video ads as it bolsters its online video ad technology.

mDialog’s smart stream platform inserts, delivers, and measures the performance of targeted online video ads over multiple device types like PCs, TVs and mobile. Some of its clients include NBC, Fox and the Wall Street Journal. The company was founded by Greg Philpott in 2006.

“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 wrote on its website.

Google says it will work with the mDialog team to incorporate their technology and expertise into their DoubleClick product suite.

As per reports, Google already sells an estimated $5 billion per year in video ads via YouTube, and is now making a stronger push to grow video ad sales on non-Google properties.

DoubleClick, which Google acquired in 2007 for $3.1 billion, will be looking to push deeper into multiscreen video advertising with mDialog, and put it in better position to compete with companies such as BlackArrow, YuMe, Auditude, and FreeWheel.