The technology features a new interface to save time, more detailed reporting data to help publishers identify where revenue is being generated and algorithms that help improve ad performance.
Additionally, DoubleClick for Publishers features a new public API that enables publishers to integrate apps that can improve efficiency. As part of the launch, Google said it will upgrade current DART for Publishers customers to DoubleClick for Publishers over the next year. Additionally, it said it will migrate Google Ad Manager customers to DFP Small Business in the coming weeks. Google also unveiled new logos for these new DoubleClick products and will be retiring the DART brand.
Google acquired DoubleClick in March 2008.