Google has announced the launch of "the next generation of ad serving technology" designed to help online publishers maximise the amount of money they generate from their content.

On the search engine’s official blog, vice-president of product management Neal Mohan said the latest addition to its internet marketing services, DoubleClick for Publishers (DFP), is aimed at site owners who sell ads directly using an in-house team, through an ad network like AdSense or a combination of the two.

He added that for large publishers, such as social networks like Facebook or e-commerce sites, managing, delivering and measuring ad performance can be a "hugely complicated process".

DFP aims to simplify it by combining Google’s infrastructure with DoubleClick’s ad serving and display ad services.

It features a redesigned interface intended to save time and cut down on errors, more detailed reporting and forecasting data to help publishers identify where their revenue comes from and complex algorithms that automatically enhance ad performance and delivery.

Mr Mohan noted that Google is also launching DFP Small Business, a scaled-down, free version of the programme for growing publishers.

Google acquired DoubleClick in March 2008 for $3.1 billion (£2 billion).

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