Google yesterday announced a revamp of DoubleClick called DoubleClick for Publishers (DFP) as part of their ongoing bid to help online publishers make the most from their content.
Acquired by Google for $3.1 billion in 2008, DoubleClick has been one of the main players in ad serving for well over 10 years. Deemed as ‘the next generation of ad serving technology’ DFP brings together both DoubleClick DART for Publishers and Google Ad Manager products to give online publishers a much more improved way of controlling where their ads appear.
DoubleClick for Publsihers aims to give publishers much better control over their ads
The new technology has been given a wide range of features including a whole new interface which Google says is to ‘reduce time and errors’. On top of this Google have improved the reporting allowing publishers to get much more detailed reports which help give a better understanding on where revenue is coming from. As well as this a sophisticated algorithm has been incorporated into the system and a new public API which Google says will ‘enable publishers to build and integrate their own apps with DFP, or integrate apps created for DFP by a growing third-party developer community’.
Google has released two versions of DFP one for larger online publishers and one for small businesses named DFP Small Business which is an easy to use free version.