DoubleClick Invests In Real-Time Online Ads Bidding With Invite Media Buy

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.

DoubleClick.JPGThe acquisition is part of the company's move to invest in the "advertising ecosystem", which, DoubleClick believes, has great potential.

"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.Thumbnail image for InviteMedia.JPG

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.

About the author

Liva Judic joined Search Engine Watch and ClickZ in May 2010 as a news blogger. She has lived and worked across the globe in Madagascar, Switzerland, London, NYC, Asia and is now based in between New York and Berlin.

Her background is in government relations and financial media where she started out as a journalist at Bloomberg and became senior editor at AFX news (now part of ThomsonReuters). Prior to forming her own consultancy Judic was head of international PR for a head of state.

Judic focuses on facilitating brand and marketing transitioning for European startups moving to the US. She has been named one of the Top 50 Industry Influencers of 2014 by AGBeat