Transpera, a mobile video ad network, will serve up ads whether users are on smartphones or tablets, for instance.

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This is the world beyond AdWords, one where the principles of second place auctions are applied to display, video and mobile ad sales and purchases.

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What DataXu does is develops the algorithms that use auction data from display, video and mobile to identify market segments where ad spend is actually working.

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Besides having the banner ad link to it, the interactive video ad also played during the loading time of a mobile app.

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Under Mr. Page, Google is expected to focus on its graphical online-ad initiatives, video site YouTube and its Android mobile device software, people familiar with the matter said.

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Mobile will contribute more to both banner and search ad spending, and eventually to video, too.

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