Invite Media is a

display advertising Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive (i.e. ...

and exchange bidding company that was acquired by

Google Google LLC (, ) is an American multinational corporation and technology company focusing on online advertising, search engine technology, cloud computing, computer software, quantum computing, e-commerce, consumer electronics, and artificial ...

on June 3, 2010 for $81 million. Prior to Google's acquisition, Invite Media partnered up with AlmondNet, a data aggregator and intellectual property licensor.

History

Invite Media was founded in April 2007, and they are the creators of Bid Manager, a "universal buying platform" for display media. Bid Manager supports many different advertisement exchanges, including

DoubleClick DoubleClick Inc. was an American advertisement company that developed and provided Internet ad serving services from 1995 until its acquisition by Google in March 2008. DoubleClick offered technology products and services that were sold primaril ...

Yahoo Yahoo (, styled yahoo''!'' in its logo) is an American web portal that provides the search engine Yahoo Search and related services including My Yahoo, Yahoo Mail, Yahoo News, Yahoo Finance, Yahoo Sports, y!entertainment, yahoo!life, an ...

, AdBrite,

Microsoft Microsoft Corporation is an American multinational corporation and technology company, technology conglomerate headquartered in Redmond, Washington. Founded in 1975, the company became influential in the History of personal computers#The ear ...

, and

Right Media Right Media, Inc. was an online advertising company that operated the Right Media Exchange (RMX), a marketplace that enabled Advertising, advertisers, Web publishers, publishers, and Advertising network, ad networks to trade digital media. Techn ...

. Even though

directly competes with Google in many different areas,

has stated that they plan to continue working with demand-side platforms, including Invite Media. In an interview with AdExchanger, Google publicly stated that they would not give their own

Ad Exchange an unfair advantage, and their technology will remain unbiased and neutral, however, they plan on making it work seamlessly with their own

for Advertisers ad serving product. 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. Invite Media was purchased shortly after Google completed their acquisition of

AdMob AdMob is a mobile advertising subsidiary of Google, originally founded by the Syrian entrepreneur Omar Hamoui. The name AdMob is a portmanteau for "advertising on mobile". It was incorporated on April 10, 2006 while Hamoui was in business scho ...

on May 2, 2010. Google's purchase of Invite Media has caused controversy among consumer advocacy groups, as John M. Simpson of

Consumer Watchdog Consumer Watchdog (formerly the Foundation for Taxpayer and Consumer Rights) is a non-profit, Contemporary progressivism, progressive organization which advocates for taxpayer and consumer interests, with a focus on insurance, health care, politi ...

puts it: "The ink is hardly dry on

's questionable

acquisition, and the Internet giant is forging ahead with an insatiable appetite for more. When is enough, enough?" 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". On July 24, 2018, the names and logos of all DoubleClick products were updated, and DoubleClick Bid Manager is now 'Display & Video 360' (DV360).

References

External links

* {{Google LLC Google acquisitions Software companies based in Pennsylvania 2007 establishments in Pennsylvania American companies established in 2007 Software companies established in 2007 Defunct software companies of the United States Advertising in the United States Companies based in Philadelphia 2007 establishments in the United States Marketing companies established in 2007 Software companies disestablished in 2010 2010 disestablishments in Pennsylvania Business services companies disestablished in 2010 2010 mergers and acquisitions