Beyond Interactive to Combine DART With Own Database

Interactive agency Beyond Interactive said it will expand its relationship with DoubleClick for use of its third-party ad serving system, DART For Advertisers (DFA).

Beyond plans to marry its customizable proprietary client and media plan database with Doubleclick’s ad performance data through a specially designed data porting system. Financial arrangements with DoubleClick were not disclosed.

“This will give our clients the best of both worlds,” said Jonn Behrman, CEO of Beyond Interactive. “They will be able to gain all the economies of scale and infrastructure benefits of working with one of the world’s largest ad serving systems, and at the same time will be able to take advantage of our extensive media and creative planning technology. When the two tools are fully integrated, our clients will get the most detailed and customized reporting available anywhere.”

Beyond Interactive clients (such as AutoNation USA, Petstore.com, Fortune City and Nickelodeon) will log on as usual to the agency’s proprietary Extranet, where they will be able to view all relevant advertising campaign data. The new system will allow Beyond Interactive to customize performance reports to meet each individual client’s needs and use this new combined tool for improved analysis, optimization and future campaign planning.

In June 1999, Beyond Interactive served over 120 million impressions through DART for its clients.