DoubleClick has integrated its suite of services for Web and mobile publishers under the DoubleClick Revenue Center brand.

The online display advertising services company, which is part of Google, said it has improved services within the Revenue Center suite such as DART Sales Manager and DART for Publishers, allowing better forecasting and reporting.

"What we announced is a new name that we are going to start using as an umbrella for all the services we have," said Jonathan Bellack, vice president of publisher products at DoubleClick, New York. "The services were designed to go together.

"DoubleClick Mobile is a part of the suite of services offered and it provides a way to target traffic, sell, deliver and report on mobile ads on top of the existing DART infrastructure," he said. "If a customer is using the sales manager product they can sell mobile advertising on the mobile Web and get reliable counting and reliable reporting."

Over the past couple of years, DoubleClick has been rolling out new capabilities to various services. The DoubleClick Revenue Center DART ad serving platform can be expanded to include automated optimization technology, support for rich media and emerging platforms such as video and mobile.

Clients of DoubleClick's DART for Publishers ad serving platform will also benefit from the introduction of Historical Basis, a new tool which helps publishers manage and monetize from seasonal and repeating traffic patterns.

"An awful lot of people have needed to work with separate companies from their Web adverting company because they needed mobile solutions," Mr. Bellack said. "With the Revenue Center, they can get everything they need all in one place. There's no need for a new or separate business model for the mobile aspect of their business."

Historical Basis lets publishers use more than a year of actual historical data to improve future forecasts and is automatically available as a free enhancement to all DART for Publishers customers.

In addition, DoubleClick's DART for Publishers Dashboard is available with an expanded widget library. The dashboard's catalog of widgets is currently being expanded to offer customized views of data from across the DoubleClick Revenue Center's suite of applications, including DART Sales Manager and DART Adapt.

"DoubleClick's primary mission is to help our customers succeed in this rapidly-changing advertising market," Mr. Bellack said. "Our customers are looking for ways to quickly grow revenues and achieve operational scale across their entire business -- from 'quote to cash' across premium and remnant inventory on both Web-based and emerging platforms.

"The DoubleClick Revenue Center helps customers build on their existing systems to meet these new challenges without having to start over from scratch," he said.