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.
“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.”