In an attempt to continue improving the way in which ads are bought and sold online, Google Monday unveiled a publishers-specific updated online ad platform - DoubleClick for Publishers (DFP), which will integrate increased benefits of the company’s 2008-acquired DoubleClick ad exchange.

The DFP platform, written on Google’s next-generation ad-serving technology, will be available in two versions - ‘free’ and ‘pay.’ While the former version, replacing Google Ad Manager, will essentially be for smaller publishers with simple needs; the latter will cater to the needs of bigger publishers who require a wide range of options.

As per the information forwarded by Google, the updated DFP boasts a new interface; sophisticated algorithms for improved performance and delivery; more comprehensive reporting and forecasting data; a new public API; as well as integration with the DoubleClick Ad Exchange.

In addition, Google also took the wraps off changes to the DoubleClick logos, like typeset changes; whereby Google will incorporate a new “by Google” theme and withdraw the “DART” brand to underline a commitment to display advertising.

Pointing to the changes in the advertising display industry’s business models and technology during the IAB Annual Leadership Meeting 2010 in Carlsbad, California, Google’s VP of product management Susan Wojcicki said: “I'm committed to building a much better platform, so advertisers can buy inventory for less administrative costs.”