Google is to acquire mDialog, a specialist in stream management and dynamic ad insertion on Internet-connected devices in a move designed to bolster its online video ad offerings.

A notice on the mDialog website says the operation is joining the DoubleClick team at Google.

“We will continue to offer our services, just as we always have, to programmers and distributors — meaning there are no immediate changes for our existing customers.

Longer term, we’re also very excited about combining mDialog with the DoubleClick platform for publishers. Together, we’re looking forward to offering content creators new and even better ways to make money from their live and on-demand content.

A special thanks to all our customers for helping mDialog along the way. We look forward to working with our Google colleagues to continue providing you with a great advertising experience.”

A post on the DoubleClick blog says that together, the pair are committed to offering more ways for publishers to monetise live, linear and on-demand video content across all screens. “While nothing’s changing for their customers immediately, over time we’ll work with the mDialog team to incorporate their technology and expertise into our DoubleClick product suite. This represents the latest of our ongoing investments in helping brands connect with high-quality video content, like Google Partner Select, our new marketplace for premium programmatic video,” it explains.

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