DoubleClick, recently acquired by Google, announced that it plans to integrate its mobile ad platform with other mobile ad networks including AdMob, Google’s AdSense for mobile content, and Millennial Media’s premium MBrand network as well as its Decktrade performance network. The company says that this upgrade will help mobile publishers fill more of their available inventory and ultimately earn more revenue.

“This integration is a great example of how DoubleClick is working with key industry players to bring value to publishers by enhancing the liquidity of mobile display inventory,” Ari Paparo, group product manager for DoubleClick products, said in a statement. “We believe that the ability to sell mobile inventory directly and indirectly will provide mobile advertisers with more options, ultimately leading to better monetization for publishers.”

The integration allows publishers using DoubleClick Mobile to sell mobile display inventory indirectly, through automated access to one or more networks of mobile advertisers. Publishers also can continue to sell directly.

 

Omar Hamoui, AdMob’s founder and CEO, commented on the news in a statement: “We are excited that DoubleClick’s clients will now be able to join over 4,000 existing AdMob publishers in leveraging AdMob’s ad liquidity and mobile-specific ad serving technologies.”