Google has acquired Toronto-based mDialog.

The video advertising startup will be incorporated into Google’s DoubleClick suite of services. The acquisition is part of an effort by Google to offer more ways for brands to “connect with high-quality video content.”

“Together, we’re committed to offering more ways for publishers to monetize live, linear and on-demand video content across all screens,” it said in a post on the DoubleClick Google+ page.

Both Google and mDialog were unavailable to offer further comment on the acquisition.

mDialog’s services allow companies to deliver, measure and monetize video content. Companies can do so across all digital platforms – from smartphones to tablets to Smart TVs – in a way that can be integrated with a company’s pre-existing ad technology.

How and to what degree mDialog will be integrated into DoubleClick’s platform is still unclear, as is if it will have a relationship with the recently announced Google Partner Select, an online programmatic video ad marketplace. In a post on mDialog’s website, the company says there will be “no immediate changes” in services for existing customers.

“We’re looking forward to offering content creators new and even better ways to make money from their live and on-demand content,” the post continues.

mDialog was founded by Greg Philpott in 2006. In 2011, the company secured $5 million during its Series A funding from the Blackberry Partners Fund (which has since rebranded as Relay Ventures).

“[Philpott] pioneered the concept of video stream management and successfully established the company as a competitive force in the multi-screen ad market,” John Albright, co-founder and managing partner of Relay Ventures, said in a press release from the firm. “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.”

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