Google blends its Ad Planner into DoubleClick’s DART tool

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Mountain View, Calif.—Google continues to take advantage of its 2008 acquisition of display ad-serving company DoubleClick, announcing it is integrating its own Google Ad Planner media planning tool within DoubleClick’s DART for Advertisers (DFA) ad-buying tool, to provide campaign performance reports.

Google said the new DFA Analytics, accessible through DFA 6, works similarly to its Google Analytics Web performance service. It allows marketers to obtain campaign performance reports, as well as campaign snapshots in graphical form, broken down by advertiser, campaign and targeting segments, the company said.

In September Google debuted a display-ad exchange based on DoubleClick technology.

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