Google's DoubleClick said it has acquired start-up Invite Media, a unified platform for "real-time bidding" and display of online media for an undisclosed sum.
"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," DoubleClick said in a blog post.
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.
While not specifying the financial terms 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."
Invite Media's unified platform will benefit DFA's clients as a one-stop place for online advertising and it will continue to have its independence as its clients will not be required to go through DFA, the post said.
Introducing... ClickZ Live!
SES Conference & Expo has merged with ClickZ to bring you ClickZ Live! The new global conference series takes on the identity of the industry's premier digital marketing publication, ClickZ.com, and kicks off March 31-April 3 in New York City. Join the industry's leading tech-advertisers in the advertising capital of the world! Find out more ››
*Super Saver Rates expire Jan 24.