Google Unleashes Next-Gen Ad Server
ADOTAS – The Rubicon Project says the ad server is dead, but apparently Google didn’t see the obituary. On Monday Google introduced what it called the “next generation” of ad-serving for publishers: DoubleClick for Publishers (DFP).
Combining Google’s tech and infrastructure with DoubleClick’s display and ad serving expertise, DoubleClick for Publishers offers sophisticated algorithms it promises will automatically improve ad performance. The server has a fresh and intuitive interface along with more detailed reporting and forecasting data to assist publishers in determining their best sources of revenue.
In addition, DFP can be integrated with the DoubleClick Ad Exchange’s dynamic allocation feature to give publishers the ability to take bids on their space from numerous ad networks.
Revenue optimizers will be pleased to know that DFP comes with an open API, allowing publishers and third parties to create and integrate applications that will facilitate the process. Apps currently under development include sales, order management and workflow tools. Google took feedback on its existing ad servers and incorporated the widely-used messaging tech SOAP, which will allow developers to program in just about any language they choose.
Google’s blog noted the company had invested heavily in ad serving products such as DART for Publishers for the big boys and Google Ad Manager for the small but growing. The upgraded ad server has been in the works since Google acquired DoubleClick in 2008.
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