No landmark changes, but publisher product is now more tightly integrated with DoubleClick Ad Exchange.
Google has released a new version of DoubleClick's core ad serving product for publishers - one it says should demonstrate its commitment to ad management products and to display advertising in general.
DoubleClick for Publishers (DFP) now comes with more detailed reporting and forecasting data, as well as new yield optimization algorithms, according to Google. It also incorporates a public API that lets site owners integrate their first- and third-party apps with the DFP system.
Perhaps more importantly - from Google's standpoint anyway - the DFP upgrades mean it will work better with the DoubleClick Ad Exchange, which launched officially last year. Publishers can use a "dynamic allocation" feature that exposes their inventory to numerous ad networks on the exchange.
A Google spokesperson noted the dynamic allocation feature existed previously, but with the revamp of both DFP and the ad exchange, Google hopes it will be adopted more widely.
"It's not new and the fundamentals are unchanged," he said. "It's just that we've now significantly upgraded the two key elements...that speak to each other to make dynamic allocation possible."
For smaller publishers, DoubleClick now offers DFP Small Business, a free version that will be the default ad serving platform for existing customers of Google Ad Manager. The Google Ad Manager product launched two years ago as a way for minor sites to make use of basic ad trafficking and reporting.
In a statement, Google said the tweaks reflect "the central role of DoubleClick's technology products within Google's display advertising business."
The upgrade comes as DoubleClick rival Atlas Solutions - an operating unit of Microsoft - shows signs of abandoning its fight for ad serving supremacy. While the company continues to invest in ad management products for advertisers, recent actions indicate its publisher-facing AdManager product has been deemphasized internally. For instance, Microsoft recently struck a cross-promotional deal with open source ad serving firm OpenX - formerly a rival. Under that relationship, Microsoft is referring some sites to OpenX's ad serving tools in exchange for OpenX's in-kind promotion of Microsoft's ad network offerings.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
January 29, 2015
1:00pm ET/10:00am PT