Google Rebuilds DoubleClick Search

Google DoubleClick plans to roll out the next version of its search platform later this year.

The company is testing it with select partners on Tuesday. The platform, now completely rebuilt on the Google technology stack, aims to improve workflow by simplifying navigation with an AdWords-like interface and refined reporting options. The technology stack supports mounds of data and quick processing power. Google built the front end on Gwt, which generates applications in minutes and looks and feels similar to those on a computer desktop, says Ariel Bardin, product manager and director at Google. "Data loads quickly into tables, so it's very fast," he says. The platform offers a more efficient workflow to easily raise bids, change budgets and monitor keywords to find the best and the worst-performing. And while the platform has been around since 2006, known originally as DART Search, it is the latest version in a long line of DoubleClick products Google will rebuild for advertisers and publishers. This version of DoubleClick Search also offers the ability to upload campaigns in spreadsheets with up to 1 million rows, and manage campaigns globally, supporting dozens of language and currency. New tools to view performance data across all major search engines and customize reporting look to improve optimization.