07 JunGoogle’s DoubleClick Acquires Invite Media For Better Real-Time Ad Bidding

Google’s DoubleClick has announced the acquisition of start-up Invite Media for an undisclosed amount. Invite Media claim to offer “the first “universal buying platform” for display media” online.

The acquisition is part of the company’s move to invest in the “advertising ecosystem”, which, DoubleClick believes, has great potential.

According to DoubleClick “Real time bidding technology… enables advertisers and agencies to tailor their bids on an impression-by-impression basis, based on their own data, when bidding on websites that choose to make their ad space available through an advertising exchange,”

Real-time bidding enables a brand or business to up the price of its bid on certain conditions, notably if the lead is already qualified by visiting a correlated area of a website before coming to the entry point.

Without going into the financial details of the deal, Neal Mohan, DoubleClick’s Vice President of Product Management, stated the company’s intention to “continue to invest significantly in improving Invite Media’s technology and products as a separate platform and, in time, make it work seamlessly with our DoubleClick for Advertisers (DFA) ad serving product.”

The post continued to add that Invite Media’s unified platform will benefit DFA’s clients as a one-stop place for online advertising and it will continue to operate independently as its clients will not be required to go through DFA.

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