Invite Media
{{Short description|Advertising bidding company owned by Google}}
{{Infobox company
| name = Invite Media
| logo = Invite Media logo.png
| logo_size = 250px
| type = Subsidiary of Google Inc.
| foundation = Philadelphia, Pennsylvania {{nowrap|({{Start date|2007|04}})}}
| founder = Nathaniel Turner
Zachary Weinberg
Scott Becker
Michael Provenzano
| location_city = Philadelphia, Pennsylvania
| location_country = {{nowrap|United States}}
| industry = Advertising
| homepage = [http://www.invitemedia.com www.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{{cite web |url=http://doubleclickadvertisers.blogspot.com/2010/06/investing-in-exchange-bidding.html |title=Investing in Exchange Bidding |date=3 June 2010 |work=DoubleClick Advertiser Blog}}{{cite web |url=http://nothingtosay.firstround.com/2010/06/invitemediagoogle.html |title=Invite Media is now part of Google |date=3 June 2010 |work=Nothing To Say}} for $81 million.{{cite web |url=http://mediamemo.allthingsd.com/20100609/googles-final-price-tag-for-invite-media-81-million/ |title=Google's Final Price Tag for Invite Media: $81 Million |date=9 June 2010 |work=Media Memo - All Things Digital}} Prior to Google's acquisition, Invite Media partnered up with AlmondNet, a data aggregator and intellectual property licensor.{{cite web |url=http://www.almondnet.com/Media-Center/Press-Release-Archive/Invite-Media-Almondnet-partner-for-keyword.aspx |title=Invite Media, Almondnet partner for keyword, segmented data |date=30 May 2010 |work=Almondnet.com}}
History
Invite Media was founded in April 2007, and they are the creators of Bid Manager, a "universal buying platform" for display media.{{Cite web |url=http://www.invitemedia.com/about_us.shtml |title=Invite Media - About Us |access-date=2010-06-04 |archive-url=https://web.archive.org/web/20100208041142/http://www.invitemedia.com/about_us.shtml |archive-date=2010-02-08 |url-status=dead }} Bid Manager supports many different advertisement exchanges, including DoubleClick, Yahoo, Google, AdBrite, Microsoft, and Right Media.[http://www.invitemedia.com/ Invite Media - Official Website]{{Third-party inline|date=June 2020}} 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.{{cite web |url=http://www.yadvertisingblog.com/blog/2010/03/15/demand-side-platforms-pilot/ |title=Demand-Side Platforms: The Pilot |date=15 March 2010 |work=Yahoo Advertising Blog}}{{cite web |url=http://www.adexchanger.com/ad-exchange-news/yahoo-mcgrory/ |title=Yahoo!'s McGrory Says We'll Keep Working With DSP Partners (Invite Media) |date=3 June 2010 |work=AdExchanger.com}} 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.{{cite web |url=http://www.adexchanger.com/online-advertising/google-mohan-invite-media/ |title=Google VP Of Product Neal Mohan Discusses Invite Media Acquisition With AdExchanger.com |date=3 June 2010 |work=AdExchanger.com}} 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.{{cite web |url=http://paidcontent.org/article/419-googles-mohan-invite-media-fills-a-missing-piece-in-display-strategy/ |title=Google's Mohan: Invite Media Fills A Missing Piece In Display Strategy |date=3 June 2010 |work=paidcontent.com}}{{cite web |url=http://blogs.gartner.com/andrew_frank/2010/06/03/google-buys-a-dsp/ |title=Google Buys a DSP |date=3 June 2010 |work=Gartner Blog Network}}{{cite web |url=http://www.adweek.com/aw/content_display/news/agency/e3i0179550940df36d13710d2ce496d4e3a |title=Google Buys DSP Invite Media |date=3 June 2010 |work=Adweek.com}}
Invite Media was purchased shortly after Google completed their acquisition of AdMob on May 2, 2010.{{cite web |url=http://googleblog.blogspot.com/2010/05/weve-officially-acquired-admob.html |title=We've officially acquired AdMob! |date=27 May 2010 |work=Official Google Blog}}{{cite web |url=https://www.forbes.com/sites/marketshare/2010/05/25/google-digital-advertising-dsp-mike-baker/ |title=Google Continues to Expand Its Advertising Empire |date=25 May 2010 |work=Forbes}} 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?" {{cite web |url=http://www.prnewswire.com/news-releases/consumer-groups-call-on-ftc-to-investigate-latest-google-ad-company-purchase-95554669.html |title=Consumer Groups Call on FTC to Investigate Latest Google Ad Company Purchase |date=3 June 2010 |work=PR Newswire}} 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".{{cite web |url=http://mediamemo.allthingsd.com/20100523/with-admob-out-of-the-way-is-google-set-to-buy-invite-media/ |title=With AdMob Out of the Way, Is Google Set to Buy Invite Media? |date=23 May 2010 |work=Media Memo - All Things Digital}}
On July 24, 2018, the names and logos of all DoubleClick products were updated, and DoubleClick Bid Manager is now 'Display & Video 360' (DV360).{{Cite web |date=2022-01-31 |title=Google Marketing Platform's DV360: Everything You Need to Know |url=https://spaceads.digital/blog/google-marketing-platforms-dv360-everything-you-need-to-know/ |access-date=2024-01-17 |language=en-GB}}
References
{{reflist}}
External links
- [http://www.invitemedia.com Invite Media homepage]
{{Google LLC}}
Category:Software companies based in Pennsylvania
Category:2007 establishments in Pennsylvania
Category:American companies established in 2007
Category:Software companies established in 2007
Category:Defunct software companies of the United States
Category:Advertising in the United States
Category:Companies based in Philadelphia
Category:2007 establishments in the United States
Category:Marketing companies established in 2007
Category:Software companies disestablished in 2010
Category:2010 disestablishments in Pennsylvania