Google has unveiled its new publisher-side ad platform, which will help publishers serve ads, manage ad network relationships, and maximize revenue from inventory sold directly through networks or exchanges, Adweek reports.
The new system, DoubleClick for Publishers, combines Google technology with DoubleClick systems. Google bought DoubleClick for $3.1 billion nearly three years ago.
Google's new platform lets publishers manage their inventory and monetization options through a single provider. However, competitors fear that when publishers turn to Google for inventory management, the search giant will inevitably push publishers to sell inventory through its AdSense ad network or DoubleClick exchange.
