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August 5, 2008

Google’s DoubleClick will serve Microsoft Silverlight ads

Posted by David Hunter at 1:17 PM ET.

DoubleClick logo Google’s DoubleClick unit (whose acquisition was the source of much Microsoft rancor) announced today that it has added Microsoft’s Silverlight 2 to the video technologies in which it can serve video ads with its In-Stream advertising platform. This is just in time for the 2008 Summer Olympics, which in the USA are Silverlight powered online.

Today, DoubleClick, a premier provider of digital marketing technology and services, announced the new capability to serve video ads into Microsoft Silverlight 2 video environments. The move is part of DoubleClick’s ongoing effort to help clients maximize the yield on their advertising inventory as they deliver content into emergent online, video and mobile channels.

With this new feature of DoubleClick In-Stream, DoubleClick clients such as NBC Universal Digital Media are able to monetize video content played within the Silverlight 2 player., a division of NBC Universal, will be one of the first sites to open Silverlight 2 content up to advertisers with DoubleClick In-Stream. The solution carves out new video inventory across 2,500 hours of video content running as part of NBC’s Olympics coverage.

There should be no surprise here. Even though Google and Microsoft aren’t the best of pals, it is a win for both parties for DoubleClick to add Silverlight 2 to its In-Stream video stable (which already includes Adobe Flash, RealMedia, and Windows Media) and for Microsoft to get DoubleClick support.

Filed under Coopetition, DoubleClick, Google, Microsoft, Silverlight, Technologies

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