Agencies and advertisers booking mobile inventory through DoubleClick will now be able to extend their campaigns to ad space sold by other mobile ad networks, potentially resulting in previously unsold inventory being filled.
Google’s own AdSense for mobile platform is one of the first to be integrated, along with AdMob and Millennial Media’s mobile ad networks.
AdMob and Millennial Media are both headquartered in the US, but a DoubleClick spokeswoman said that the new DoubleClick Mobile initiative is global, impacting also on the UK and Europe.
She added there would be “a lot more activity” in the UK and European markets.
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