Google Upgrades Ad-Serving Platform for Publishers

February 23rd, 2010

Just days after a Microsoft and Yahoo search-engine and advertising partnership was approved by U.S. and European regulators, Google has rolled out an upgraded ad-serving platform for publishers. Dubbed DoubleClick for Publishers, or DFP for short, the single platform replaces DoubleClick’s DART for Publishers and Google Ad Manager by combining Google’s technology and infrastructure with DoubleClick’s display-advertising and ad-serving experience.

Neal Mohan, vice president of product management at Google, said Monday that DFP is part of a suite of products (including AdSense and DoubleClick Ad Exchange) to help online publishers maximize advertising revenues. “Ad serving is the machinery that powers the online advertising world,” he said, “so improving that technology can put a lot of money in publishers’ pockets.”

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