End-users may have come to depend on Google for all their searching needs, but many merchants and vendors have become equally if not more dependent on Google for their advertising needs. Lucky for them Google is not letting its dalliances with operating systems and smartphones distract it from investing in its ad business. Datamation gets all the details.
Google continues to invest in DoubleClick, the ad management system it bought in 2007 for a whopping $3.1 billion. Today Google (NASDAQ: GOOG) released a major upgrade to the ad server that includes a new interface and new features designed to make it easier for publishers to manage ad campaigns across multiple Web sites, including when they want them to appear.
Neal Mohan, vice president of product management at Google, said the upgrade improves ad serving by combining Google’s technology and infrastructure with DoubleClick’s display advertising and ad-serving experience.
“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 Web sites 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 from their online content,” Mohan said in a blog post announcing the upgrade.
The upgraded DoubleClick for Publishers (DFP) includes more detailed reporting and forecasting data that Mohan said will help publishers understand where their revenue is coming from and what ads are most valuable. Google also said it’s incorporated sophisticated algorithms that automatically improve ad performance and delivery.