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Invite Media
Company typeSubsidiary of Google Inc.
IndustryAdvertising
FoundedPhiladelphia, Pennsylvania (April 2007 (2007-04))
FounderNathaniel Turner
Zachary Weinberg
Scott Becker
Michael Provenzano
Headquarters
Philadelphia, Pennsylvania
,
United States
Websitewww.invitemedia.com

Invite Media is a display advertising and exchange bidding company that was acquired by DoubleClick, a subsidiary of Google Inc., on June 3, 2010[1][2] for $81 million.[3] Prior to Google's acquisition, Invite Media partnered up with AlmondNet, a data aggregator and intellectual property licensor.[4]

History

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Invite Media was founded in April 2007, and they are the creators of Bid Manager, a "universal buying platform" for display media.[5] Bid Manager supports many different advertisement exchanges, including DoubleClick, Yahoo, Google, AdBrite, Microsoft, and Right Media.[6][third-party source needed] Even though Yahoo directly competes with Google in many different areas, Yahoo has stated that they plan to continue working with demand-side platforms, including Invite Media.[7][8] In an interview with AdExchanger, Google publicly stated that they would not give their own DoubleClick Ad Exchange an unfair advantage, and their technology will remain unbiased and neutral, however, they plan on making it work seamlessly with their own DoubleClick for Advertisers ad serving product.[9] By purchasing Invite Media, Google gained a demand-side platform, which allows advertisement buyers to purchase advertisements from several different advertisement exchanges through a single interface.[10][11][12]

Invite Media was purchased shortly after Google completed their acquisition of AdMob on May 2, 2010.[13][14] Google's purchase of Invite Media has caused controversy among consumer advocacy groups, as John M. Simpson of Consumer Watchdog puts it: "The ink is hardly dry on Google's questionable AdMob acquisition, and the Internet giant is forging ahead with an insatiable appetite for more. When is enough, enough?" [15] There was speculation about Google acquiring Invite Media almost as soon as the AdMob deal was successfully completed, because Invite Media offered "a three-year-old “demand-side platform” designed to help buyers navigate high-volume display-advertising exchanges".[16]

On July 24, 2018, the names and logos of all DoubleClick products were updated, and DoubleClick Bid Manager is now 'Display & Video 360' (DV360).[17]

References

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  1. ^ "Investing in Exchange Bidding". DoubleClick Advertiser Blog. 3 June 2010.
  2. ^ "Invite Media is now part of Google". Nothing To Say. 3 June 2010.
  3. ^ "Google's Final Price Tag for Invite Media: $81 Million". Media Memo - All Things Digital. 9 June 2010.
  4. ^ "Invite Media, Almondnet partner for keyword, segmented data". Almondnet.com. 30 May 2010.
  5. ^ "Invite Media - About Us". Archived from the original on 2010-02-08. Retrieved 2010-06-04.
  6. ^ Invite Media - Official Website
  7. ^ "Demand-Side Platforms: The Pilot". Yahoo Advertising Blog. 15 March 2010.
  8. ^ "Yahoo!'s McGrory Says We'll Keep Working With DSP Partners (Invite Media)". AdExchanger.com. 3 June 2010.
  9. ^ "Google VP Of Product Neal Mohan Discusses Invite Media Acquisition With AdExchanger.com". AdExchanger.com. 3 June 2010.
  10. ^ "Google's Mohan: Invite Media Fills A Missing Piece In Display Strategy". paidcontent.com. 3 June 2010.
  11. ^ "Google Buys a DSP". Gartner Blog Network. 3 June 2010.
  12. ^ "Google Buys DSP Invite Media". Adweek.com. 3 June 2010.
  13. ^ "We've officially acquired AdMob!". Official Google Blog. 27 May 2010.
  14. ^ "Google Continues to Expand Its Advertising Empire". Forbes. 25 May 2010.
  15. ^ "Consumer Groups Call on FTC to Investigate Latest Google Ad Company Purchase". PR Newswire. 3 June 2010.
  16. ^ "With AdMob Out of the Way, Is Google Set to Buy Invite Media?". Media Memo - All Things Digital. 23 May 2010.
  17. ^ "Google Marketing Platform's DV360: Everything You Need to Know". 2022-01-31. Retrieved 2024-01-17.
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