But wait. There's more DoubleClick For Publishers news.
Over on the Google Ad Manager blog, Alex Vogenthaler is at it again and talking to smaller publishers about the benefits coming their way with the new DFP'd version of Ad Manager. "Improved trafficking," an quick-and-easy upgrade path to the for-pay version of DFP, a new website for the product and more instructional videos will serve to create "DFP For Small Business" (DFPSB?).
Demand-siders are looking to see how the yield optimization struggle plays out as the optimizers - and DFP by way of the DoubleClick Ad Exchange - remain key sources of inventory.
AppNexus' President Michael Rubenstein was unequivocal saying, "Google's release of the upgraded DFP is an important step forward for the industry. It should ultimately lead to the opening up of increased volumes of high quality publisher ad inventory to the auction model. As advertisers shift dollars into real-time buying, Google is well-positioned to offer a strong yield management solution to publishers."
DataXu CEO Mike Baker unsurprisingly likes the real-time aspects of DFP given his own company's focus, "The 'new DFP' is another sign of the technology paradigm shift transforming online display advertising: real time ad decisioning based on dynamic data. Whether applied for the benefit of publishers or advertisers this trend is driving a restructuring of the ecosystem and a re-wiring of the value chain."
At Collective, Andrew Kraft, SVP, Tech Sales & Client Services says, "This has been a long time coming, and Google appears to have done a good job ensuring that the pain points for migration will be minimized - in other words, no retagging necessary. We're looking forward to seeing how the technology develops as they migrate features from the old DFP and add new ones."
By John Ebbert