The move will make it easier for media owners and agencies to sell ads on mobile, providing the medium with a major boost after years of hype around mobile advertising.
The firm is launching DoubleClick Mobile today (Tuesday) in an attempt to simplify the running of ad campaigns on mobile. It will also bring a new system of measurement to mobile that will track the effectiveness of mobile advertising.
DoubleClick Mobile will enable people booking and tracking mobile ad campaigns to access the data through DART, the system used to track campaigns on the internet. DoubleClick claims it will be as easy to book ad campaigns on mobile as on any other medium.
Major features include automatic ad selection, meaning that mobile ads will appear in the best fit for the particular model of mobile phone. Agencies will also be able to track the effectiveness of their mobile campaigns using their in-house measurement tools.
Ari Paparo, DoubleClick's vice-president of rich media and emerging technologies, said that a series of developments led to DoubleClick entering the mobile space.
"The mobile business has got big enough for media companies to care about, and we felt there was enough momentum from clients for us to launch DoubleClick Mobile," said Paparo.
"Media companies are now developing the ability to sell across mobile, which makes it the right time for us.
"Reliability of reporting is something we bring to the market where accuracy has always been a problem. No one else has invested in this area."
DoubleClick Mobile is the first product the firm has released simultaneously in the US and Europe.
Google is in the process of buying DoubleClick for $3.1bn (£1.53bn). The purchase would give Google a vast presence in both search and display advertising online, as well as mobile.
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