Google announces DoubleClick for Publishers

Posted Wednesday 24th February 2010 by Allison in SEM News.

Google has updated its DART for Publisher ad publishing platform and announced DoubleClick for Publishers. This new ad-serving technology is designed to help web publishers generate the most ad revenue possible from their online content through selling, managing, delivering and tracking directly and indirectly ads sold on their websites.

It will be divided into two parts; one version of DFP will be targeted at large corporations, and the other will target smaller businesses.

Since Google acquired DoubleClick in 2008, the company has been developing the technology to integrate better with the rest of its products. The changes to DFP include a newly-designed interface which Google says will minimize time and errors, and better-detailed forecasting and reporting data which will assist publishers in better understanding where ads are most valuable.

There is also a public API that will let publishers integrate their own apps, whether self-built or from a third-party developer, with the product, and there will be integration with DoubleClick Ad Exchange’s dynamic allocation, a feature which allows publishers to open their advertising space up to bidding from ad networks.

The new package aims to help all online publishers better decide which ads to show and when, maximizing both their own revenue and that of their advertisers.

The small business version of DFP will be available for free download, and the full version for larger publishers requires a payment fee.

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