Comcast Signs to use DoubleClick’s DART

New York City-based DoubleClick said it has formalized a strategic partnership with broadband pioneer Comcast Online Communications in a move to develop solutions for high-speed online service providers.

Comcast will employ DoubleClick’s DART (Dynamic Advertising Reporting and Targeting) technology to target and manage ad inventory and generate detailed ad performance reports for its advertisers.

“It was important for Comcast to go with a service that is scalable and flexible enough to work with our own technology,” said Gaurav Suri, general manager for content at Comcast Online Communications. “DART will allow Comcast to serve our broadband customers who access our service at speeds up to 100 times greater than that of a telephone line.” Financial arrangements were not disclosed.

Comcast Online Communications, through its partnership with @Home Network, offers residential customers high-speed service in nine markets.

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