Aside from DFP’s open API, other improvements include a redesigned interface that Mohan says will be faster to use and lead to less processing errors. While the interface is simplified, DFP also promises more detailed reporting and forecasting data.

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The changes come after several other recent moves on the DoubleClick side of the business, including bringing back former DoubleClick exec Barry Salzman from his recent post at ShopWiki, buying ad targeting platform Teracent, and last fall’s big move of linking AdSense and DoubleClick.

I asked Mohan how Google feels its doing managing expectations for its display business, in light of Barclays analyst Doug Anmuth recent forecast that Google’s display ad sales could reach $1 billion in revenue this year—or, roughly 4 percent of Google’s overall revenues. Mohan wouldn’t talk about specific dollar amounts, saying only, “Display is already a big business in general and for us, but we think it can be substantially larger,” he said. “We’ve put in literally thousands of hours trying to make sure display lives up to its promise.”

Clearly, as display ad revenues are expected to rise this year and reverse last year’s declines, the competition is ready. Last week, Rubicon Project upgraded its own display ad management system and has retained PE firm Allen & Co. to help it find companies to acquire and find partners that will help its expand its existing platform.