Google announced that it is launching internal redirects to DoubleClick for Advertisers, custom creatives and mobile data transfer features to DoubleClick for Publishers.
Publishers can use internal redirects when delivering a DFA campaign from DFP, "reducing impression loss, improving ad load times and minimizing the administrative overhead of reconciliation," Google says.
"Custom creatives are useful for delivering bespoke creatives developed in-house or provided by advertisers, Google says, adding, "You can now include mobile impressions - with mobile targeting information - in your data transfer files."
Google has also added some features for improving the mobile experience. For example, latitude and longitude data can be provided to DFP for geo-targeting precision. You can target and report on whole categories of devices (like smartphones, tablets or feature phones) at once. Additionally, you can deliver a fullscreen video ad in mobile apps on Android and iOS. The video interstitial type includes the option to auto-close the interstitial after the video has completed.
More on recently added DoubleClick features here.