More tools is nice - but we will see when I get migrated over to it, how smooth that is and how much I, the publisher, benefits from it.
This is from the announcement:
DFP comes in two flavors, tailored for different publishers' needs: DoubleClick for Publishers, for the largest online publishers, and DFP Small Business, a simple, free version designed for growing online publishers. We'll be upgrading current DART for Publishers publishers to DoubleClick for Publishers over the next year as we continue to add features and modules, and we'll be moving Google Ad Manager customers to DFP Small Business in the coming weeks.
To reflect our continued investment in DoubleClick's products, as well as the central role of DoubleClick's technology products within Google's display advertising business, we're also today unveiling some changes to the DoubleClick logos — including typeset changes, incorporating a new "by Google" theme and retiring the "DART" brand.
A WebmasterWorld thread has some comments from publishers:
Yet another way to track what you do when you do it and ... .dare I say it who you do it with....
They cater to the advertiser, ignoring the User's privacy. Period. Due to the fact they own Doubleclick. Try watching major TV stations over the NET without coooooooockie/URI of Doubleclick.NET blocked...
Forum discussion at WebmasterWorld.