Feeds

Google unveils one ad server to rule them all

Combines DoubleClick, native ad manager

SANS - Survey on application security programs

Google has unveiled a new ad serving platform for internet publishers, merging the platform it acquired from DoubleClick in 2008 with its native Google Ad Manager.

Mountain View will now offer a single ad serving platform known as DoubleClick for Publishers, or DFP. "We see an opportunity to improve ad serving even further by combining Google's technology and infrastructure with DoubleClick's display advertising and ad serving experience," the company said Monday morning in a blog post.

The new platform comes in two flavors: DoubleClick for Publishers proper, for large online publishers, and DFP Small Business, a free version for the little guy. Those using the existing DoubleClick ad serving platform - DART for Publishers - will be upgraded to the full DFP "over the next year we continue to add features and modules," while current Google Ad Manager users will be upgraded to DFP Small Business "in the coming weeks."

Google announced its DoubleClick acquisition in April 2007, and the $3.1bn deal closed in March 2008, after finally receiving approval from the EU.

A year later, Google announced that it had introduced behavioral ad targeting on YouTube and its AdSense partner sites - though it preferred to call this "interest-based advertising". The company later told The Reg that this involved using the existing DoubleClick cookie across third-party AdSense publishers.

This allows Google to track your surfing habits as you move from partner AdSense sites to sites using DoubleClick's ad management platform, although the company indicates that - at least in some cases - the data is not combined.

Then, in September of last year, Google introduced the DoubleClick Ad Exchange - a marketplace where ad buyers can bid on excess inventory offered up by publishers - and this was integrated with Google's existing AdWords and AdSense programs. AdWords is where advertisers serve up their own ads onto third-party AdSense sites and the Google search engine. ®

3 Big data security analytics techniques

More from The Register

next story
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
Audio fans, prepare yourself for the Second Coming ... of Blu-ray
High Fidelity Pure Audio – is this what your ears have been waiting for?
MtGox chief Karpelès refuses to come to US for g-men's grilling
Bitcoin baron says he needs another lawyer for FinCEN chat
Record labels sue Pandora over vintage song royalties
Companies want payout on recordings made before 1972
Ex–Apple CEO John Sculley: Ousting Steve Jobs 'was a mistake'
Twenty-nine years later, post-Pepsi exec has flat-forehead moment
Number crunching suggests Yahoo! US is worth less than nothing
China and Japan holdings worth more than entire company
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.