Google investing in new HTML5 development tool for advertisers

Google is busy rolling out a number of new tools from its DoubleClick Internet advertising subsidiary, and at least one on the horizon should pique the interests of mobile developers and marketers.

See also: Google App Engine boosts mobile app development with backend toolset

The Internet giant revealed it is investing in a new HTML5 creative development tool for building interactive Web experiences with consumers, such as Web sites and applications.

Dubbed Google Web Designer, the service is meant to help digital advertisers connect with consumers across multiple displays, regardless of the device.

Neal Mohan, vice president of display advertising at Google, cited in a blog post on Tuesday that "90 percent of multiple device owners switch between screens to complete tasks."

Thus, this is where the support for standards-based HTML5 technology comes in.

The Google Web Designer will be integrated with DoubleClick Studio and AdMob, further tying Web developers to Google platforms.

Other updates for DoubleClick include a new and upcoming campaign manager for the ad serving process as well as the integration of the social marketing startup Wildfire, which Google acquired last summer.

There isn't an official release date yet except that it should roll out in the "coming months." The last piece of good news for now is that the service will be available for free.