Toronto Video Advertising Startup mDialog Acquired by Google

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Toronto-based video advertising startup mDialog has been acquired by Google. 

Relay Ventures made the announcement today about one of its portfolio companies. 

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. According to Google, mDialog represents the latest of their “ongoing investments in helping brands connect with high-quality video content.”

“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 Relay Ventures managing partner John Albright. “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.”

Relay Ventures first invested in mDialog in 2011, when it led the startup’s Series A round of funding. mDialog works with the largest media companies in North America to manage, deliver, and measure video advertising across IP-connected devices, including iPad, iPhone, Android, GoogleTV, Apple TV, Roku and Xbox. The company’s Smart Stream platform dynamically delivers in-stream uniquely addressable advertising within linear, live and on-demand programming. Content and service providers that work with mDialog are able to increase the value of their video streams while leveraging their existing encoding, publishing and ad-decisioning investments through Smart Stream Intelligence.

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Greg Philpott founded mDialog in 2006, and calls it “the leading provider of cloud-based video advertising technology.” A pioneer in the concept of video stream management, Philpott works with some of North America’s largest content and service providers to create multi-platform video delivery strategies that let them replicate the traditional television break with 1 to 1 addressibility across any connected device.

Joseph Czikk

Joseph Czikk

Joseph Czikk previously has written for the National Post, Montreal Gazette, Vancouver Sun, Regina Leader Post, Techvibes and BC Business Online. Joseph often goes crazy on twitter during NHL and NFL games.