If you run a Website that uses DoubleClick’s DART ad server or Google Ad Manager, those products just got a major upgrade and rebranding. The DART brand is being retired and it will now be called DoubleClick For Publishers. Meanwhile, Google Ad Manager (which targets smaller Websites) will now be called DFP Small Business. With the rebranding, DoubleClick is rolling out a new dashboard to manage the ads served on a publisher’s Website, improved ad-serving algorithms, and a new set of APIs.
Google is consolidating all of its ad serving products for display ads under the DoubleClick banner, and turning DFP Small Business (formerly Google Ad manager) into a feeder system for DoubleClick for Publishers (formerly DART). Google details some of the new changes on its main blog:
- A new interface that has been completely redesigned to save time and reduce errors.
- Far more detailed reporting and forecasting data to help publishers understand where their revenue is coming from and what ads are most valuable.
- Sophisticated algorithms that automatically improve ad performance and delivery.
- A new, open, public API which enables publishers to build and integrate their own apps with DFP, or integrate apps created for DFP by a growing third-party developer community (apps under development today include sales, order management and workflow tools).
- Integration with the new DoubleClick Ad Exchange’s “dynamic allocation” feature, which maximizes revenue by enabling publishers to open up their ad space to bids from multiple ad networks.
There is more detailed info on the DoubleClick blog.