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DoubleClick for Publishers (DFP) provides several ways for you to understand where your revenue is coming from with comprehensive reporting on your ad inventory and delivery. Customizable reporting options enable you to easily segment your data across a variety of metrics, such as by advertiser, geography, or even by your own targeting criteria.

In order to ensure that you have the most critical information you need, when you need it, we've redesigned the reporting interface to better surface this information. The most noticeable improvement is the addition of on-screen charts.

These graphs give you an instant visualization of your reports so you can easily spot trends over time, identify patterns, and uncover new opportunities. This should make it even easier for you to find and share the data you need to make informed decisions.

In addition to the release of on-screen charts, we’ve also made improvements to sharing your reports with internal stakeholders and advertisers.
  • Faster load times: Your list of saved and shared reports loads almost instantly, no matter how many reports you have.
  • New configuration panel: We've optimized the layout of report configuration options, which should reduce the amount of time it takes for you to customize your reports.
  • Better navigation: Toggle between different types of reports without having to return to the home page.
  • In-product help resources: Each page contains a help widget with links to Help Center articles about generating reports.
  • Additional export formats: In addition to CSV, now you can export your reports in TSV, Excel CSV, and XML formats.
We hope these improvements make it even easier for you to get the data you need, as fast as you need it.

A few months ago we introduced the new DoubleClick for Publishers (DFP) API - enabling publishers and third-parties to customize and extend how they use DFP.

The API comes in two flavors: sandbox and production environments. When we initially released the API, all developers could use the the sandbox environment to to test their code without affecting their live ads.

Today, we're excited to announce that we are now accepting applications for production API access. The production environment represents the data you see in your DFP account, and allows access and changes to your live data.

To request access to the production API environment, please complete this form.

After filling out the form, you will be contacted regarding your eligibility to participate. The application is currently open to all publishers using DoubleClick for Publishers or DFP Small Business.

Over the past few months, many of you have let us know how much you’d like to have fast and easy mobile access to your ad operations.

The new DoubleClick for Publishers (DFP) mobile interface lets you quickly check your ad operations and account performance while away from your computer. When you sign into your DFP account from your mobile browser, you’ll immediately get an overview of the most important areas of your account.

With an activity stream that’s constantly updated, you can monitor all of the trafficking changes made to your account even when you’re away from the office. If you discover a problem that needs immediate attention, you can pause the line item or even contact the trafficker or salesperson - all directly from your phone.

See how it works in the following video:

We built the DFP mobile interface to help you quickly access the essentials in your account, so we’ve focused on letting you view and make basic edits to your orders through the mobile application. If you need access to the other parts of your account, you can switch to the desktop version of DFP through a link at the bottom of the screen.

DFP’s mobile interface was designed to make checking in on your account fast and easy and is available to all users using the new DoubleClick for Publishers or DFP Small Business with a compatible Android, iPhone, or Palm Pre device. To access DFP from your mobile device, simply point your mobile browser to www.google.com/dfp.

This is the latest post in our series on the future of display advertising. Today, director of product management Jonathan Bellack looks at our efforts to help online publishers generate more advertising revenue - Ed.

For millions of online publishers—from the smallest blogger to the largest entertainment, news, e-commerce and information sites—online advertising revenue is vital. When publishers can maximize their returns, everyone benefits from more vibrant online content and websites. But the pace of change in the industry can be intimidating—how can a publisher keep up with what’s new, let alone grow their business?

We believe that the new technology we’re developing to make display advertising work better will help to grow the display advertising pie for all publishers, by orders of magnitude. We shouldn’t be asking how publishers can eke another 5 or 10 percent out of display advertising in the next few years. We should be looking at how the industry can double or triple in size.

We’ve previously described our three core display ad products for publishers:
  • AdSense, which places the most valuable, relevant ads on our partners’ websites, without the publishers having to sell the ad space themselves;
  • DoubleClick for Publishers, our ad serving platform, which maximizes the value of ad space that publishers have directly sold themselves;
  • DoubleClick Ad Exchange, a real-time auction marketplace, which maximizes large publishers’ overall returns, by "dynamically allocating" the highest value ad, whether directly sold, or indirectly sold through an ad network.
I wanted to highlight the key principles guiding our future product innovations in this area, as we work to help all publishers maximize their online ad revenues.

1. Making life more efficient
For most large publishers, directly sold ads (ads sold by their own sales force) comprise the vast majority of their ad revenues. But today, selling and managing these ads is frustrating, expensive and often involves tedious manual processes.

Imagine a TV network that receives TV commercials in 100 different formats, languages, lengths and video dimensions, and then has to manually convert, translate and edit them all, then manually count the number of TV sets on which the ad appeared before sending a bill. Sounds crazy, right? Well, that scenario is far less challenging than what most large online publishers face today with display advertising. Today, across the industry, for every dollar spent on display advertising, 28 cents is eaten up in administrative costs. If we can reduce that proportion, it would mean a lot more money going to publishers.

Things like new standards for video ad serving and systems that connect buyers and sellersare helping publishers support the most engaging and creative ads across their sites. But there are quantum leaps to come in this area, for small and large publishers. Think of a political candidate who is seeking donations on his or her website—the candidate can receive money in seconds. Imagine if publishers—even the smallest website—had tools that enabled advertisers to click a button on their site to upload an ad, let them pay for it with a credit card, and then deliver this ad—through the publisher’s ad server—within minutes. This sort of “immediate ad” will become possible as ad serving technology continues to simplify the process of buying and selling ad space.

2. Total revenue management
AdSense selects the most valuable ad for publishers from a large number of ad networks, to maximize ad revenues every time a page loads.

New ad serving and “dynamic allocation” technology, like the DoubleClick Ad Exchange, is emerging that enables ad revenues to be maximized across both directly and indirectly sold ad space, ad impression by ad impression, using real-time prices. Second by second, across millions of ad impressions, this can meaningfully boost major publishers’ revenues. Using this technology, the average price that a publisher receives for ad space sold through the Ad Exchange is more than 130 percent higher than the average price of ad space sold directly to ad networks. In fact, without this type of dynamic allocation across sales channels, a publisher’s revenues can never truly be maximized.

In years to come, this true revenue maximization can get even smarter. There’s no question that delivering the right ad to the right user at the right time delivers better results. We have years of experience in doing this with search and text ads; we’re now bringing that experience to the world of display. This means investing in a smarter ad server that can automatically learn where and when a given ad will get the best response, as well as manage delivery to deliver those improved results for publishers. This new ad server can even anticipate a publisher’s future events and adjust delivery accordingly—for example, if traffic drops off every weekend, the ad server can automatically speed up during the week to keep everything moving smoothly.

3. More insight and control
Our vision is to provide all publishers the smartest possible advertising system that can give them knowledge and control of everything going on with their ad business. The vision is already becoming a reality: the upgraded DoubleClick for Publishers platform offers publishers 4,000 times more data than its predecessor. And in recent years, we’ve been constantly adding new reporting options for our AdSense partners.

By putting publishers in firm control and empowering them with more data, reports and controls (for example, over what advertisers and ad networks they allow), they’ll be able to make fully informed decisions about ad space forecasting, segmentation, targeting, allocation and pricing. This helps them to extract the maximum value from their sites and uncover new advertising opportunities—the gold that’s buried under their own sites.

4. Betting on openness
An open ecosystem drives meaningful results for publishers. When a wide range of buyers can bid for a publisher’s ad space, through an advertising exchange or network, this creates more competition for that ad space, while giving publishers choice over whose ads they want to appear. On the DoubleClick Ad Exchange, an enormous number of advertisers, belonging to over 50 ad networks, compete for publishers’ ad space. Of course, at the same time, we’re also providing publishers robust technologies and controls that can block any unwanted ads or networks.

Similarly, we believe that one of the best ways to encourage innovation is to open code to the web developer community. Look at the incredible mashups that have been created through the Google Maps API, or the range of mobile devices that have been created from our open source Android code.

This same approach can generate significant advantages for publishers. When we rolled out the upgraded DoubleClick for Publishers, we launched a new public API. This gives publishers and developers the tools to drive innovation and deliver value-adding “advertising apps” for publishers—like inventory analysis, sales workflow tools and more—without having to build an ad server from scratch. This will help drive the next generation of better, more valuable ad innovations.

5. Everything is going to be “display”
Display advertising is about much more than ads in web browsers. People are watching video, reading newspapers, magazines, books and listening to digital music at an ever-increasing rate. They’re turning to a plethora of new devices—smartphones, tablets, e-readers and even video game consoles. We’ve designed our platform, and are continuing to invest in it, to give publishers a single base that can deliver ads into this expanding world—including streaming video, mobile ad delivery and more.

Looking forward, what we call “display” today will just be “advertising”—a single platform that can coordinate an advertiser’s campaign across streaming audio ads in car stereos, interactive mobile experiences on smartphones, and HD video ads on set-top boxes. Imagine if that single platform could optimize the campaign, automatically delivering the best-performing ads, best returns and best mix, across all those platforms. That’s the future we envisage.

An exciting time ahead
We’re unapologetically optimistic about the future of display advertising for online publishers. There’s great innovation taking place in this area that will make the current landscape look primitive within a few years. We’ll keep working hard to help all publishers take advantage of these opportunities.

Please join DoubleClick at the AdMonsters Publisher Forum in Sonoma, CA beginning this Sunday, August 15.
On Monday, August 16, 11:30am - 12:30pm, DFP Product Manager Stephen Dove will present Investing in Digital, Investing in Publishers, providing insights into how DoubleClick's new tools and technologies will benefit media companies in a world of audience-based buying.
Tuesday, August 17, DoubleClick Mobile Product Manager Alex Gawley will deliver two technical breakouts to help ad operations professionals make sense of HTML5, new tablet devices, and other emerging technologies.
We look forward to seeing you there.

Posted by Campbell Foster, Product Marketing Manager

We’re often asked to quantify the incremental value DoubleClick Ad Exchange can provide compared with publishers’ existing yield management techniques. According to proprietary research conducted in the first half of 2010, the combined effects of auction pressure and Dynamic Allocation in DoubleClick Ad Exchange resulted in an average CPM lift of 136% compared with fixed, upfront, pre-negotiated sales of non-guaranteed inventory.

In a new white paper, we take a step back to explain how publishers are managing yield across their pool of non-guaranteed inventory today, and what steps they can take to create efficiencies and boost overall revenue. Key elements of the white paper include:
  • How publishers segment and sell ad inventory. How manual optimization processes often fail to capture all available revenue opportunities
  • Dynamic Allocation explained. What it is, how it works, and what it means for publishers’ bottom lines.
  • Auction pricing mechanics. Real-time pricing’s core advantages over the use of historical CPMs for non-guaranteed ad space.
  • A brief look forward. The potential for DoubleClick Ad Exchange and its ecosystem of publishers, technology providers, advertisers and agencies.
Download the white paper.

Posted by Campbell Foster, Product Marketing Manager

The rapid pace of change in the advertising space can be dizzying. From new ad formats to new ad systems, from startups to mergers, the marketing industry is running at a million miles an hour, and it’s often daunting to keep up with it all. We know that staying informed takes a lot of effort, and it’s critical to make good decisions about how you spend your time and resources.

That’s why we put together Google Ad News. Powered by Google News, Ad News is a simple but powerful way for anyone in the advertising industry to track current news coverage on relevant subjects such as display, search, mobile and even traditional media - all in one place. Subscribe to news feeds in the categories you care about most, or search to find coverage on topics related to your business, such as your niche industry or brand.

We invite you to check it out and share it with your colleagues. Hopefully, you’ll find lots of relevant news that’ll help you spend less time scouring the web and more time building your business.

It is often noted by industry observers that transaction costs for directly sold display advertising remain unnecessarily high. Discrepancies are a big part of the problem. Every month publishers and advertisers must share ad serving reports and go through an arduous reconciliation process, often revealing campaign errors that could have been fixed earlier and kept advertiser budgets and publisher revenues on track.

In response, the IAB introduced the Impression Exchange standard last year. The Impression Exchange facilitates the exchange of ad serving data between publishers and third-party ad servers, providing publishers with daily updates on discrepancies to help flag potential issues. The use of the Impression Exchange is also central to the IAB and 4A’s new standard terms and conditions released earlier this year.

DoubleClick is proud to announce that we are the first advertising technology provider to achieve end to end compliance with the Impression Exchange. Additionally, we are working with our colleagues throughout the industry to ensure interoperability as they also adopt this new standard.

Publishers benefit from the Impression Exchange in a number of ways. First, this exchange of data reduces the need for publishers to log into multiple third party ad serving systems to manually retrieve campaign reporting, saving valuable time and effort. If discrepancies do arise, the Impression Exchange provides an early warning system that allows the problem to be resolved quickly. Lastly, adoption of this new standard should allow publishers to spend more time addressing the strategic needs of advertisers and less time resolving discrepancies.

Impression Exchange reporting is available today in North America for DART for Publishers customers, and integration with our full suite of DoubleClick publisher products is planned for the future. To get started with the Impression Exchange your advertiser must also choose to have it enabled. Currently, only DoubleClick for Advertisers has adopted this standard, but we’re ready to work with other third-party ad servers. Please encourage your agencies to request this feature to help fight discrepancies and make display buying more efficient for everyone.

Posted by Stephen Dove, Product Manager

In February, we announced the roll-out of Google’s next generation ad server, DoubleClick for Publishers (DFP). Over the next few days we’ll be completing the upgrade of Google Ad Manager publishers to DFP Small Business, a streamlined version of DFP designed to meet the needs of growing publishers. If you don’t currently have an account, sign up for free today by visiting the DFP Small Business website.

DFP Small Business taps the combined insight and innovation of Google and DoubleClick to bring growing publishers many of the features they’ve been asking for such as simplified ad trafficking workflows, robust reporting options, and an open Web Services API.

We’ve also released a suite of online resources to help DFP Small Business publishers get the most out of the upgraded platform. We suggest bookmarking these sites for easy reference:
  • Help Center - Access a comprehensive collection of searchable FAQs, guides, and more.
  • Help Forum - Share any questions, comments, and best practices in an online community of DFP users.
  • Training Videos - Watch easy-to-follow training videos that walk you through DFP features and tips.
  • Twitter - Follow us on Twitter to get daily, bite-sized updates from the DFP team.
In the coming weeks and months we’ll be working to unveil even more features designed to help publishers work more efficiently and maximize revenue across all of their website inventory. We’re very excited to introduce these ad serving innovations and look forward to hearing feedback from our global publisher community.


This week OMMA Global takes over the San Francisco Marriott Marquis, and Google will be there. Here's an overview of what's in store.

On March 17th, get a complete view of the art and science of rich media advertising from Google's resident rich media experts, Peter Crofut and Chip Scovic.

Next day listen to Neal Mohan, Vice President of Product Management, deliver his keynote presentation on opportunities in online display advertising. He'll cover changes in the display ecosystem, and how everyone can embrace these changes and achieve their goals. If you miss his keynote, be sure to catch the panel right after on Online Advertising - Rapid Recovery or Recession 2.0?, or the late morning session Connect with the Google Content Network with Jason Miller, Group Product Manager, Google Content Network.

Later in the day, Baljeet Singh, Senior Product Manager, Video Monetization will participate in the panel Can Online Video Reach Scale for Clients Budgets in 2010? Hear what he, and other experts, have to say about definition, scale and measurement when it comes to online video.

Our DoubleClick, YouTube and Google Content Network teams will also be at the Trade Show to let you know what's new and to answer your product questions.

Interested in attending? Register here, and if you're a MediaPost member, your full-conference pass is FREE. You can also sign up for private networking sessions here. Use the code OGSF20 for a 20% discount.


For more than 10 years, DoubleClick has been focused on helping publishers succeed in the often complex business of selling digital advertising. We have been working hard to provide online media sellers with worry-free ad delivery as well as the tools to grow revenue, improve business efficiency and provide the insights needed to capture new opportunities. During our frequent customer meetings and events, we also took a lot of great notes about the new innovations that publishers told us would help them break through their barriers to growth and take their businesses to the next level.
When Google acquired DoubleClick in March of 2008, we realized that we had the unique opportunity to combine our strengths and make even faster progress towards tackling the complexity of online advertising. Today we announced the release of our next generation ad serving platform, the new DoubleClick for Publishers (DFP) from Google. This upgraded platform combines Google strengths -- such as UI design, algorithms, and processing power -- with DoubleClick's display advertising experience to help publishers more profitably deliver, measure, and optimize the advertising on their websites. This next generation solution also embraces Google's open ecosystem approach to better connect publishers to third-party developers, advertisers, and each other.
We believe these innovations will break down some of the most common barriers to publisher revenue and profit growth:
  1. High Costs: Errors and discrepancies, long training times and complex processes drive up the cost of sales

    Google's experienced usability research team invested thousands of hours and spoke with hundreds of end-users to develop a whole new interface designed to help publishers eliminate costly errors, reduce training time and execute campaigns more quickly. The new DFP allows most key trafficking tasks to be accomplished from a single screen and features visualization tools to simplify complex tasks like geo-targeting and rich media campaign setup.

  2. Missed Opportunities: Lack of visibility into ad competition and inventory prevents optimal decision-making and causes lost sales

    Thanks to the speed and processing power offered by Google's infrastructure, we can now provide more reporting data to help publishers understand where their revenue is coming from with a new level of granularity. Publishers can now track ad delivery down to the city level, review hourly or daily trends and analyze tens of thousands of their own custom targeting criteria. Add this all up and DoubleClick customers should have an average of 4,000 times more data at their fingertips. We have also used this unprecedented volume of data to improve the accuracy and depth of the new DFP's forecasting engine and availability forecasting reports.

  3. Manual Processes: Excessive time and resources required to monitor and optimize ad performance

    We created the first intelligent ad server to help publishers more effectively optimize campaign delivery to save time and strengthen advertiser relationships. Our ad server now receives hints directly from the forecasting engine to adjust delivery in anticipation of changes in site traffic, helping to improve on-time ad delivery with less manual intervention from ad operations teams. DFP's optimization technology gives publishers the opportunity to utilize advanced Google machine learning algorithms to deliver even greater campaign performance lift for advertisers.

  4. Limited Access: Closed systems limit customization, access to third party knowledge and effective advertiser relationships

    Publishers can now integrate our ad platform with their business systems easily, or take advantage of a broad new range of third party solutions. The new DFP features a modern and flexible web-services API that allows developers to use any programming language. This public API is supported by a dedicated developer relations team which hosts a developer forum and blog and provides client libraries in a number of programming languages to further support innovation and development. The new API documentation is available today and dozens of third party vendors have already started working on tools based on this new API.
As part of this announcement, we will also be upgrading Google Ad Manager customers to DFP Small Business, a simplified version of the DFP platform designed to meet the needs of growing publishers. This means that the DFP community will be larger than ever, helping to fuel a broader base of knowledge and innovation around our platform. Smaller publishers will also have a seamless upgrade path to the premium DFP solution, designed to meet the needs of the world's largest and most sophisticated media companies.
Lastly, the new DFP integrates with the DoubleClick Ad Exchange's "dynamic allocation" feature, which maximizes revenue by enabling publishers to open up their unsold and non-guaranteed inventory to bids from multiple ad networks. The DoubleClick Ad Exchange also features a real-time, impression by impression auction across many buyers including AdWords and the industry's leading ad networks.
Click here to learn more about some of the features and benefits of our next generation platform.
Looking Forward
The new DFP will serve as the foundation for our long-term commitment to advertising technology innovation. We will continue with the rapid release of additional features and modules for this platform throughout 2010 and beyond as we upgrade current DoubleClick publishers.
Finally, we think that an upgraded platform deserves an upgraded look. We're today making some changes to the DoubleClick logos - including typset changes, incorporating our new "by Google" theme, and retiring the "DART" brand. These changes reflect Google's continued investment in DoubleClick's products for agencies, advertisers and online publishers; and the central role of DoubleClick's technology products within Google's display advertising business.
We are very excited to embark on the roll-out of the new DFP platform and look forward to hearing more feedback from our publishers in the weeks and months to come.