• by Laurie Sullivan  @lauriesullivan, September 19, 2012

Google continues to make updates to its DoubleClick platform that automates and streamlines workflow processes. The company has detailed several changes it made to support display media buyers and publishers.

A new version of DoubleClick Bid Manager will launch in October. Built with the assets of the Invite Media demand-side platform Google acquired in 2010, the platform should give marketers about 16% more inventory, since it reduces the latency that can occur when connecting with other exchanges.

Google also upgraded DoubleClick Studio to improve the workflow between media and creative agencies. Nearly 80% of creative agencies using DoubleClick Studio have already transitioned to the new version, gaining a more responsive user interface, according to the company.

Reseach firm eMarketer estimates Google will earn more U.S. display advertising revenue in 2012, compared with any other company, topping the market with 15.4% share. Google is expected to generate $2.3 billion in U.S. display ad revenue this year, up 38% from nearly $1.7 billion in 2011, eMarketer estimates.

Facebook, by comparison, will earn about $2.2 billion in U.S. display ad revenue this year -- up 24% from $1.7 billion last year.

On Tuesday, Sean Harvey, Google business product manager, explained  the launch of Audience Extension in DoubleClick for Publishers in a blog post. The tool gives marketers one place to manage and optimize buying across owned, operated and external inventory. It also provides bid management integrated in the ad server and cross-inventory performance reporting and analytics.

In the United Kingdom, Google will make available a feature called Active View, a metric to measure viewable impressions. The Brand Activate Initiative announced in the U.S. last April, advances the rollout in the U.K., along with measurement tool, Active GRP (gross rating point), which imitates offline analytics of media campaigns, occupancies the rollout. Neal Mohan, vice president of display advertising products at Google, said the new ads have seen six to eight times the engagement rate, compared with regular display ads.