@ pcAds: Google Launching DoubleClick Mobile, Video For Publishers

Google (NSDQ: GOOG) is still very much a search advertising company, of course, but it would love to build the same kind of business in display ads. Publishers working with its DoubleClick subsidiary will have two new tools at their disposal with the launch of DoubleClick Video and DoubleClick Mobile, announced Thursday at paidContent Advertising.

Neal Mohan, vice president of product management for Google, unveiled the new components to DoubleClick For Publishers during a conversation with paidContent’s Staci D. Kramer. Publishers have been nudging Google to let them add mobile and video inventory to their DoubleClick For Publishers campaigns, Mohan said, and Google’s also keen on cashing in on what Mohan called the two fastest-growing segments of the display advertising business.

Mohan said that display advertising is poised to grow into a $200 billion business over the next several years, but only if technology companies can solve the problem of a fragmented market. Massive changes in the way people consume content these days–both on mobile devices and through video sites like YouTube and Hulu–mean that ad dollars will eventually follow.

Google released more details on the new products in a blog post following Mohan’s appearance at the conference.

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