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Google Upgrades DoubleClick for Publishers

Posted on 2.21.2010

Google (and Doubleclick) announced the availability of its next generation ad serving platform today. DoubleClick for Publishers (DFP) aims to make short work of the many complexities associated with managing (buying and selling) advertising online.

DFP is actually two separate offerings - DoubleClick for Publishers (for the largest online publishers) and DFP Small Business (a free version designed for growing online publishers). Google will be upgrading current DART Publishers to DoubleClick for Publishers over the next year and moving Google Ad Manager customers to DFP Small Business in the coming weeks.

Website Magazine has not yet had an opportunity to try out either of the new solutions, but here's a brief rundown of the features/improvements as reported on the DoubleClick weblog:

- A new interface was designed to help publishers eliminate errors, reduce training time and execute campaigns more quickly. The new DFP offers tasks that can be accomplished on a single screen and features visualization tools to simplify tasks like geo-targeting and rich media campaign setup.

- Additional reporting data is now available that will help publishers identify where revenue is coming from, tracking ad delivery down to the city level, and review hourly or daily trends. In short, 4,000 times more data is available for publishers.

- The new advertising service now receives "hints" directly from the forecasting engine to adjust delivery in anticipation of changes in site traffic. DFP's optimization technology gives publishers the opportunity to utilize advanced Google machine learning algorithms to deliver even greater campaign performance lift for advertisers.

- A new, open, public API enables publishers to build and integrate their own apps with DFP, or integrate apps created for DFP by a growing third-party developer community. Apps under development today include sales, order management and workflow tools.

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