Heads up, publishers, Google wants to help you make more money. Yesterday the search giant launched what they’re calling the next generation of ad-serving technology.
A Fresh Look
The new offering is thanks to Google’s 2008 acquisition of DoubleClick, a display advertising and ad serving company. Written on Google technology (of course), the new, upgraded version of DoubleClick is called DoubleClick for Publishers (DFP) and offers publishers of all sizes a new way to serve ads.
For starters, the user interface was revamped, and includes simplified tracking features, visualization tools for geo-targeting and rich media campaign setup, and secure a permissions system enables the customization of access by role and team/region.
Google DoubleClick geo-targeting
There are loads of other cool features, too:
- Far more detailed reporting and forecasting data to help publishers understand where their revenue is coming from and what ads are most valuable.
- Algorithms that automatically improve ad performance and delivery.
- A new, open, public API which 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).
- Integration with the new DoubleClick Ad Exchange's "dynamic allocation" feature, which maximizes revenue by enabling publishers to open up their ad space to bids from multiple ad networks.
(See the full list of features here.)
You've Got Choices
As Google says, DFP comes in two flavors. DoubleClick for Publishers is designed for larger online publishers like social networks, e-commerce sites and news sites, while DFP Small Business is meant for the smaller guys (and it's free!).
Google, which will be moving Google Ad Manager customers to DFP Small Business over the coming weeks, says they're just scratching the surface of what's possible in the world of ad management. Mark Simon, VP of industry relations at Didit, an online marketing company, agrees:
If you had any question that dynamically-served advertising -- along the lines of what the industry has grown up with in search -- is the future of all advertising, then wonder no longer. Google has understood that for years, and it's wise of Google to keep at the lead of that trend, as all marketing channels become more sophisticated and intertwined.
Ready to explore? Contact DFP here.