Roughly one week ago Google introduced mobile image ads within the AdWords network. Today DoubleClick, Google’s most ambitious acquisition of late, of which it was officially granted tutelage not too long ago after passing through numerous regulatory hurdles, is putting its own heft behind Mountain View’s mobile ad systems. It is doing so by integrating with Google’s AdSense for Mobile, as well as other established independents in the market, including AdMob, the self-professed “largest mobile advertising network,” and one which our own Kristen Nicole featured in a piece earlier today, and MBrand, a network run by Millennial Media. Millennial’s Decktrade network is also forging a connection with DoubleClick Mobile in order to build upon Google’s spread in the burgeoning industry.
The ties made between all of the abovementioned networks, whether directly or indirectly, will, according to Google, enable publishers to sell graphic advertisements through a single gateway - that gateway being DoubleClick Mobile - to obtain “automated access to one or more neteworks of mobile advertisers.”