Google shakes up display ads

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DoubleClick for Publishers arrives

Google has informed PPC marketing professionals about a major overhaul of its display advertising service.

For several years, leading figures at the technology giant have talked about shaking up the display ad market. Google dominates text-based advertising thanks to contextual platforms AdWords and AdSense but it has traditionally lagged behind competitors such as Yahoo when it comes to visual PPC marketing. The company sought to rectify this with the high-profile acquisition of PPC marketing specialist DoubleClick for $3.1 billion (£1.56 billion) in March 2008.

Now, Google has lifted the lid on what it describes as the next generation of ad-serving technology for web publishers, DoubleClick for Publishers. The flagship PPC marketing platform comes in two versions. DoubleClick for Publishers is tailored towards large companies