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Google unveils service to manage online ads

February 22, 2010 | 10:15 am

Google announced on Monday that it's launching a new service called DoubleClick for Publishers to help Web content creators in their advertising endeavors.

The new platform will come in two flavors: a free version for smaller publishers with simpler needs and a full-featured option that will deliver more powerful services to larger publishers.

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According to Google, DoubleClick for Publishers is designed to be a one-stop shop for content creators to find advertisers, manage advertising on their sites and analyze data to increase ad effectiveness.

DoubleClick for Publishers also includes a new Application Programming Interface, which will allow users to create their own Web-based advertising applications and integrate them into the service.

Google's decision to launch DoubleClick for Publishers is a shot over the bow of start-ups like Rubicon Project that attempt to optimize and sell publisher ads.

In a "manifesto" written by Rubicon Project, the company said that publishers should not align with companies that attempt to "access more [ad] inventory on behalf of their own advertisers." 

Google, according to Rubicon Executive Vice President J.T. Batson in a recent interview with AdWeek, engages in such a practice.

The search giant obviously disagrees. Discussing DoubleClick for Publishers in a blog post announcing the new service, Neal Mohan, vice president of product development at Google, wrote that the company believes DoubleClick for Publishers "will add significant value to online publishers' content."

Google acquired Web-advertising firm DoubleClick in 2007 for $3.1 billion.

--Don Reisinger

twitter.com/donreisinger

Image: DoubleClick for Publishers logo. Credit: Google

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