Google jazzes up ad platform for publishers

The platform is designed to help publishers automate, optimize and manage the delivery of display ads on their Web sites

Google has revamped its ad-serving platform for Web publishers with a redesigned interface, more statistics, improved ad-delivery algorithms and a new API for developers, the company said Monday.

The upgraded platform improves upon the existing DART for Publishers, which is for large online publishers and is now called DoubleClick for Publishers, and upon Google Ad Manager, designed for small publishers and rebaptized DFP Small Business.

DoubleClick for Publishers and DFP Small Business are intended to help Web publishers automate, optimize, monitor and manage the process of serving up display ads on their Web sites.

"We'll be upgrading current DART for Publishers publishers to DoubleClick for Publishers over the next year as we continue to add features and modules, and we'll be moving Google Ad Manager customers to DFP Small Business in the coming weeks," wrote Neal Mohan, a Google vice president of product management, in an official blog.

Google acquired DoubleClick in March 2008 in order to boost the search company's display ad business, an area where Google remains a minor player behind players like Yahoo and AOL.

Google makes most of its revenue from another type of online ad: text-based, pay-per-click ads served up along with its search engine results and on Web pages with contextually relevant content, both on Google and third-party partner publisher sites.

While Google dominates search advertising and has built its empire on its success in that segment of the online ad market, the company is trying to diversify its revenue stream into other ad formats and other markets altogether like enterprise software.

In January, during Google's latest earnings conference call, CEO Eric Schmidt pledged that the company would make major strides in display advertising this year, saying that "the next huge business for us is display" and highlighting YouTube as a key element.

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Tags Googleonline advertising

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Juan Carlos Perez

IDG News Service
Show Comments

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?