• All Things D, Monday, February 22, 2010 3:34 PM

Google has upgraded its ad serving platforms for publishers by combining its own Google Ad Manager and Doubleclick's DART system. MediaMemo's translation: The search giant is done remaking DoubleClick in its own image. As such, "Get ready for big stuff."

"The upgraded [DoubleClick for Publishers] combines Google's technology and infrastructure with DoubleClick's display advertising and ad serving experience," says Google. Also of note, MediaMemo suggests that ad technology firm The Rubicon Project was likely aware of Google's plans when it made an "oblique" announcement last week, which was "more less an attack on Google." Rubicon on Friday issued a "manifesto" in which it criticized the current leaders in the ad-server technology market -- i.e., DoubleClick -- for failing to measure up to its own "publisher-centric" standards.

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