Google has been talking about integrating the various acquisitions like DoubleClick, AdMob and YouTube etc. One of the news last week (source: AdWeek) was that mobile Rich Media ads (expandable, interactive banners) can now be served via DoubleClick (Google's ad server) on AdMob media (Google's mobile ad network).
I feel this is a big step forward as we will be able to get consistent metrics from online (desktop based) and mobile advertising from the same system – DoubleClick, assuming DoubleClick is being used as the ad server for Desktop campaign as well.
One of the next things I would hope from Google is utilizing DoubleClick for the video ad (in-stream) across all their properties worldwide including on YouTube.
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Now this will give some competition to Google
That could actually prove quite nice. :) Google is constantly working on some projects, kinda good for advancement.
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