Tue 23rd of February, filed under PPC
DoubleClick for Publishers arrives
Google has informed PPC marketing professionals about a major overhaul of its display advertising service.
For several years, leading figures at the technology giant have talked about shaking up the display ad market. Google dominates text-based advertising thanks to contextual platforms AdWords and AdSense but it has traditionally lagged behind competitors such as Yahoo when it comes to visual PPC marketing. The company sought to rectify this with the high-profile acquisition of PPC marketing specialist DoubleClick for $3.1 billion (£1.56 billion) in March 2008.
Now, Google has lifted the lid on what it describes as the next generation of ad-serving technology for web publishers, DoubleClick for Publishers. The flagship PPC marketing platform comes in two versions. DoubleClick for Publishers is tailored towards large companies – existing DoubleClick DART for Publishers users will be transferred across in the next year. Meanwhile, DFP Small Business targets growing publishers and will take over from Google Ad Manager in the coming weeks.
Features of DoubleClick for Publishers
DoubleClick for Publishers offers several new features to PPC marketing professionals. More detailed reporting and forecasting data is promised, along with a completely revamped user interface. A new open API should also enable publishers to create and incorporate a variety of customisable apps. And Google has integrated DoubleClick for Publishers with the new DoubleClick Ad Exchange's dynamic allocation feature to enable bids from multiple ad-networks.
Announcing DoubleClick for Publishers, Neal Mohan, vice president of product management at Google, outlined the issues currently facing the PPC marketing sector. "For major online publishers – including social networks and online communities, entertainment sites, e-commerce sites and news sites – managing, delivering and measuring the performance of ads on their websites can be a hugely complicated process. A publisher's ability to manage this process can have a significant impact on how much money they make."
Posted by Richard Frost
