It's the latest ad serving platform from Google. DoubleClick for Publishers (DFP) is designed to assist online publishers with fulfilling their ad inventory. This is most useful in addressing a variety of advertising options such as timing and unexpected traffic surges.
The new platform is available in two offerings: DoubleClick for Publishers, for large sites, and DFP Small Business, a free version for smaller sites.
DoubleClick for Publishers will replace DART for Publishers, but the transition will occur over the next year. Additionally, Google Ad Manager customers will be upgraded to DFP Small Business over the next few weeks.
Here's what to expect when you get the switchover:
A new interface
More detailed reporting and forecasting data
Improved ad performance and delivery algorithms
A new, public API
Integration with the new DoubleClick Ad Exchange's "dynamic allocation" feature, which enables publishers open their bids to multiple networks
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