Feeds

Google unveils one ad server to rule them all

Combines DoubleClick, native ad manager

Internet Security Threat Report 2014

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. ®

Remote control for virtualized desktops

More from The Register

next story
Bladerunner sequel might actually be good. Harrison Ford is in it
Go ahead, you're all clear, kid... Sorry, wrong film
Euro Parliament VOTES to BREAK UP GOOGLE. Er, OK then
It CANNA do it, captain.They DON'T have the POWER!
Musicians sue UK.gov over 'zero pay' copyright fix
Everyone else in Europe compensates us - why can't you?
I'll be back (and forward): Hollywood's time travel tribulations
Quick, call the Time Cops to sort out this paradox!
Megaupload overlord Kim Dotcom: The US HAS RADICALISED ME!
Now my lawyers have bailed 'cos I'm 'OFFICIALLY' BROKE
Forget Hillary, HP's ex CARLY FIORINA 'wants to be next US Prez'
Former CEO has political ambitions again, according to Washington DC sources
prev story

Whitepapers

Driving business with continuous operational intelligence
Introducing an innovative approach offered by ExtraHop for producing continuous operational intelligence.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
How to determine if cloud backup is right for your servers
Two key factors, technical feasibility and TCO economics, that backup and IT operations managers should consider when assessing cloud backup.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Internet Security Threat Report 2014
An overview and analysis of the year in global threat activity: identify, analyze, and provide commentary on emerging trends in the dynamic threat landscape.