DoubleClick for Publishers (DFP) now comes with more detailed reporting and forecasting data, as well as new yield optimization algorithms, according to Google. It also incorporates a public API that lets site owners integrate their first- and third-party apps with the DFP system.

Perhaps more importantly - from Google's standpoint anyway - the DFP upgrades mean it will work better with the DoubleClick Ad Exchange, which launched officially last year. Publishers can use a "dynamic allocation" feature that exposes their inventory to numerous ad networks on the exchange.

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