Google has acquired Toronto’s mDialog, a video advertising technology startup in its investment portfolio. According to Google, mDialog represents the latest of their “ongoing investments in helping brands connect with high-quality video content.”
Relay Ventures led a $5 million series A round in mDialog in 2011.
In sharing the acquisition news last week, Google said it plans to integrate the mDialog technology and expertise into its DoubleClick Digital Marketing integrated ad-technology platform that enables agencies and advertisers to more effectively create, manage and grow high-impact digital marketing campaigns.
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“mDialog founder and CEO, Greg Philpott, pioneered the concept of video stream management and successfully established the company as competitive force in the multiscreen ad market,” said John Albright, co-founder and Managing Partner of Relay Ventures.
“With the shift in advertising spend from TV to online and mobile channels, content creators will have a tremendous opportunity to generate even more revenue from their live and on-demand content following this acquisition.”