Google Rebrands Ad Serving Platforms

Google's ad serving platforms, DART, and Google Ad Manager (for smaller publishers) are about to go through a major upgrade and rebranding. DART will now be known as Doubleclick For Publishers, and Google Ad Manager will be known as DFP Small Business. Google is looking to streamline the ad serving process and help users make as much money as they can. They're also not just bringing cosmetic changes. We're also talking quite a few major improvements coming to the actual platforms as part of the consolidation. DART and Ad Manager were already pretty feature rich, but here are some of the changes from the Google blog:

The upgraded DFP includes a wide variety of features that will help publishers to get the most value out of their online content:

• A new interface that has been completely redesigned to save time and reduce errors.
• Far more detailed reporting and forecasting data to help publishers understand where their revenue is coming from and what ads are most valuable.
• Sophisticated algorithms that automatically improve ad performance and delivery.
• A new, open, public API which enables publishers to build and integrate their own apps with DFP, or integrate apps created for DFP by a growing third-party developer community (apps under development today include sales, order management and workflow tools).

Integration with the new DoubleClick Ad Exchange's "dynamic allocation" feature, which maximizes revenue by enabling publishers to open up their ad space to bids from multiple ad networks. Dynamic allocation is described in this document [PDF].

The rollout is happening as we speak, so users should be seeing the shift soon. If you've got a blog and you're not using Google Ad Manager, go take a look and start getting the most out of your available space.