Google reveals next-gen ad serving platform for publishers

22 Feb 2010

Search and online advertising giant Google has revealed a new ad serving platform for publishers including social networks called DoubleClick for Publishers that will replace Google’s existing ad service products DART and Google Ad Manager.

The new platform is aimed at publishers of news sites, social networks, entertainment sites and portals, and is envisaged to take the complexity out of how and when ads they have sold appear on their websites.

“Google wants to help online publishers make the most money possible from their content,” Kathryn Shannon, head of account management, DoubleClick Europe explained.

“The upgraded DoubleClick for Publishers (DFP) is part of our suite of products that are designed to help online publishers maximise their advertising revenues.

“Ad serving is the machinery that powers the online advertising world, so improving that technology can put a lot of money in publishers’ pockets. This upgraded platform is another major milestone in our continuing investment in the display advertising ecosystem.”

The upgraded DFP includes a wide variety of key features that will help enable publishers to get the most value out of their online content, including a new interface designed to save time and reduce errors, more detailed reporting and forecasting to help publishers understand where revenue is coming from and sophisticated algorithms to improve ad performance and delivery.

The platform also comes with a new API that 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).

Two types of DoubleClick for Publishers

DFP comes in two flavours, tailored for different publishers’ needs: DFP for larger online publishers, to which current DART for Publishers customers will be upgraded over the next year; and DFP Small Business, a simple, free version designed for growing online publishers, to which Google will be migrating Google Ad Manager customers.

“The FT has been using DoubleClick for its ad serving for some time,” explained Peter Slaughter, advertisement production and operations director, FT.

“We have a lot of valuable advertising space which needs to be matched with the right ads and DoubleClick’s innovative technology has helped us manage and maximise our revenue potential. I hope the streamlined DFP suite will provide us with some new technology to make revenue maximisation even more efficient,” Slaughter said.

By John Kennedy

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years