Google buys video ad tech provider mDialog

mDialog's Smart Stream platform inserts, delivers, and measures the performance of targeted online video ads over multiple device types (PCs, TVs, mobile). Clients include NBC, Fox, and the WSJ.

Google's (GOOG -0.3%) DoubleClick unit says it'll "work with the mDialog team to incorporate their technology and expertise into our DoubleClick product suite." Google already sells an estimated $5B+/year in video ads via YouTube, and is now making a stronger push to grow video ad sales on non-Google properties.

The Web giant bought ad measurement tech provider Adometry in May. Tremor Video (TRMR +1%) and YuMe (YUME -2.7%) are two independent, publicly-traded, video ad tech plays.

Previous: YouTube, others go after TV ad dollars

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