Google has announced the “next generation of ad serving technology for online publishers” with its upgrades to the Double-click online advertising system, known merely as DoubleClick for Publishers (DFP).
In essence the upgrade combines the existing DoubleClick display advertising model with enhanced Google-optimised algorithms and analytics which will maximise DoubleClick ad performance online and allow users to track the development of adverts more easily.
To put it basically, the search engine has finally come around to properly integrating DoubleClick into the Google family. Since Google acquired DoubleClick in March 2008, the service has remained basically unchanged – a bolt-on to the seemingly inexhaustible list of Google products; now DoubleClick has been “Googlefied” to mesh the product into the Google brand.
The new features of DFP comprise a brand new interface which has been changed to make it more intuitive, user-friendly and to reduce errors. Customers will have contact to more detailed reporting and analytics as well as future forecasting to measure the efficiency of current online advertising campaigns and to make the most of future campaigns.
Google has upgraded the DoubleClick algorithm to optimise ad performance and application as well as making opening up the API which will permit developers to add their own apps and modifications to the system.
The DFP will come in two separate packages, one for large online publishers and social media networks, and one for increasing publishers and small businesses. The version for small businesses will be free to download, the full DFP will have to be paid for by the superior publishers.
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