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Google Rolls Out Ad Manager from DoubleClick
Google isn’t wasting any time leveraging its newest asset. After officially closing the $3.1 billion DoubleClick acquisition earlier this week, the company rolled out a new product: Google Ad Manager. Ad Manager is a free hosted ad- and inventory-management tool that publishers can use to sell, schedule, deliver and measure their directly sold and network-based ad inventories. The new tool is currently in beta. Google Senior Product Manager Rohit Dhawan said the tool helps publishers address the challenge of effectively managing their inventory and ensuring all their clients’ ads appear on time. Google Ad Manager is looking for a niche with publishers who have small sales teams. Different From AdSense “Google Ad Manager effectively complements the DoubleClick Revenue Center, which is focused on publishers with larger sales teams … we’re committed to the continued development and enhancement of DoubleClick’s offerings,” Dhawan wrote in the Google blog. Ad Manager is different from putting AdSense code into a site. The new tool is based on DART, the platform that powers DoubleClick. Ad Manager’s tagging process lets publishers spend more time working with their advertisers and less time on their ad-management solution, Dhawan said. By providing detailed inventory forecasts and tracking at a small level, he wrote, Ad Manager helps publishers maximize sell-through rates. Dozens of publishers have been using Ad Manager successfully in early trials, according to Google. But since the product is still in beta, it is available to publishers by invitation only. DoubleClick customers will not be affected. Advance Planning The technology world has been so focused on the regulatory issues surrounding the DoubleClick acquisition that there hasn’t been much talk about the products Google might roll out after the merger. Ad Manager is the first of what advertisers may see come out of the DoubleClick integration, according to Charles King, principal analyst at Pund-IT…

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