Marketers will be able to buy in-app ads in real time, and app developers will have a bigger pool of potential buyers as Google makes its AdMob in-app inventory available through the DoubleClick Ad Exchange. "We anticipate this experience will help us bring mobile to scale to our partners and will provide insight into the operational elements and the creative assets that work best in this environment," said Kurt Unkel, senior vice president of VivaKi Nerve Center, which will be one of the initial buyers.

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