Yesterday, Google announced a major overhaul to DoubleClick’s ad-serving technology. Rebranded as DoubleClick for Publishers (DFP), the new ad server will replace DART (for larger publishers) and Google Ad Manager (for growing publishers).

The redesigned interface is aimed at saving time and reducing errors. More detailed reporting and forecasting data will help determine what ads are performing the best, while sophisticated algorithms will help improve ad performance. An open, public API will allow publishers using other ad-serving technologies to easily communicate with DFP.

Google first acquired DoubleClick in March 2008, and relaunched DoubleClick’s ad exchange last fall, putting it in direct competition with both Yahoo! and Microsoft’s ad exchanges. But because DoubleClick’s technology hadn’t been upgraded since before the acquisition, companies like Rubicon Project and PubMatic sprouted up to facilitate much-needed relationships between websites and ad networks.

Neal Mohan, Google’s vice president of product management, said in a recent AdAge article, “It certainly does represent a significant milestone in the integration of Google and DoubleClick… We’ve had hundreds of engineers working on this for the last few years.”

To accompany the rebranding, Google also rolled out changes to the DoubleClick logos, including the addition of “by Google” and the retiring of the DART brand.