DoubleClick Inc., a newly acquired Google property that is the leading online display ad technology provider, is integrating its mobile advertising delivery system with leading mobile ad networks to help publishers with their ad inventory.

The New York-based unit's DoubleClick Mobile arm is integrating with AdMob, Google's AdSense for mobile content and Millennial Media's MBrand and Decktrade performance network.

"In the mobile business, when you're a publisher and you're getting traffic on your mobile pages, right now you have to choose between selling all your ads directly with your sales force or alternatively outsourcing all of your ads to a network," said Ari Paparo, group product manager for DoubleClick products at Google.

"With this development you can, for the first time, easily allocate inventory to whichever networks you want," he said. "You've never been able to do that for mobile and now you can treat mobile like display ads on the Internet."

The upgrade is designed to help mobile publishers fill more of their inventory on the channel and grow their revenue base.

With this integration, DoubleClick Mobile will enable publishers to accept ads from Millennial Media's advertisers while letting them sell directly as well.

Integration with AdMob, San Mateo, CA, means that DoubleClick clients can join 4,000 existing AdMob publishers to sell mobile ad inventory.

DoubleClick Mobile is a component of the DoubleClick Revenue Center that lets media sellers manage their display campaigns in conjunction with platforms such as mobile advertising in one location.

The way it works is simple.

Publishers using DoubleClick Mobile can sell their mobile display inventory indirectly through automated access to one or more networks of mobile advertisers. Publishers can also sell directly to advertisers, as many continue to do so.

DoubleClick Mobile gives users a snapshot of the inventory available for sale, what has been sold directly and what has been filled by the ad networks.

Managing inventory across these direct and indirect channels is how DoubleClick Mobile is positioned to publishers who want to generate revenue by placing ads next to mobile content.

"The ability to segment your inventory can work in different ways, so you can now target by content," Mr. Paparo said.

"If your ad network specializes in technology or gaming, you can give them that inventory from your site, while also you want to divide your inventory by CPM deals, you can divide between premium inventory and remnant," he said.