Next generation of ad serving technology for online publishers

Google today announced their latest “thing” for online publishers, doubleclick for publishers.

The new DoubleClick for Publishers (DFP) from Google is a platform that helps you more effectively sell, manage, deliver and track both directly and indirectly sold advertising campaigns across your website. Whether you need help serving your first ad or maximizing returns from a global media business, the new DFP introduces many innovations designed to help fuel your growth.

You are able to choose two options:

1. Small business publishers – Get started today with our easy-to-use, yet powerful ad management solution designed to meet the needs of growing publishers, more
2. Publishers – Put the next generation of ad serving technology to work for you. Take advantage of better tools for driving direct sales revenue and new ways to maximize yield on non-guaranteed inventory, more

For the past few years, Google has been investing in a suite of solutions — AdSense, ad-serving technology and the DoubleClick Ad Exchange — to help online publishers make the most money possible from their content, whether they sell advertising directly through their own sales force, through an ad network such as AdSense, or a combination of both.

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 websites 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.

Imagine you’re a major online publisher with a popular global surfing website and an ad sales team. Every second of every day, you have difficult decisions about what ads to show and how to measure their relative performance. For example:

• In the same ad space, a surfboard wax advertiser may want to run a static image ad for your Australian readers, while an airline offering flights to Hawaii may want to run an expandable interactive ad for your American readers.
• A fast-food restaurant wants to run their burger ads before noon and their pizza ads in the afternoon.
• You’ve sold 10 different surfboard makers a million ad slots at slightly different prices; now you have to allocate them across your various webpages to fulfill all these orders over the next two weeks.
• One of your surfing tournament reviews is linked to by a popular news site and you have a surge in traffic. Your sales team couldn’t predict this, so you’re potentially left without any ads for thousands of readers. You want to fill this ad space by selling it via an ad network which has ads available.

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