AdMob today announced that the rich media ads can now be served from DoubleClick into the AdMob network. This feature is currently in beta and will also enable advertisers to create and measure rich media ads from DoubleClick Rich Media.
To date, advertisers on DoubleClick have enjoyed the ability to build an ad once and run it anywhere with online display and rich media ads. AdMob's beta with DoubleClick gets us one step closer to making this possible for mobile display advertising too.
Acquired by Google last May, AdMob is a mobile display ad network comprised of 89,000+ mobile sites and apps across 230 countries. DoubleClick is the only 3rd party ad serving platform from which rich media ads can be delivered into the AdMob network.
"Today, through the mobile rich media beta with AdMob, advertisers can build HTML5 ads in DoubleClick Studio and run them across select apps on the AdMob network. AdMob]s certification of DoubleClick Rich Media covers three main HTML5 mobile rich media formats: banners, interstitials and expandables. When HTML5 ads are built in DoubleClick Studio, trafficked in DFA and run on AdMob, advertisers benefit from the integration of their mobile rich media metrics within the same reporting system they're using for other channels such as search, online display and in-stream," Goole stated.
[Source: DoubleClick Advertisers blog]