DoubleClick Adds About.com as DART Client

DoubleClick Inc. has added Web guide network About.com to its roster of DART clients.

DART (Dynamic Advertising Reporting and Targeting) allows and management of ad inventory and generates detailed performance reports for advertisers.

DoubleClick said DART, used by all the sites in the DoubleClick Network as well as by sites that handle their own ad sales, now is being used at more than 7,400 sites worldwide.

“DART was originally created to serve as the technology backbone for the DoubleClick Network,” said Christopher Saridakis, vice president and general manager of DART, DoubleClick. “This makes it a natural fit for the size and scale of About.com’s network.”