More NewsDoubleClick, AdKnowledge Form Strategic Partnership

DoubleClick, AdKnowledge Form Strategic Partnership

DoubleClick Inc. in New York and AdKnowledge in Palo Alto, CA said they formed a strategic partnership to increase the efficiency and effectiveness of Web advertising by creating standard industry platforms.

DoubleClick Inc. in New York and AdKnowledge in Palo Alto, CA said they formed a strategic partnership to increase the efficiency and effectiveness of Web advertising by creating standard industry platforms.

The goal of the partnership “is to facilitate the process of advertising on the Internet, thereby accelerating the acceptance and growth of Web advertising,” the companies said.

AdKnowledge said it will now focus primarily on solutions for advertising agencies and their clients–the “buy” side of the advertising industry. DoubleClick will partner with AdKnowledge to support AdKnowledge’s “sell” side publishing business.

Customers of AdKnowledge’s ClickWise Web site ad management software will now be able to use DoubleClick’s DART service for proprietary ad serving, reporting and tracking. Financial terms of the arrangement were not disclosed.

Initiatives in the partnership will include streamlining the process for trafficking, campaign management and reporting through a closer integration of information exchanged between DoubleClick’s DART technology platform and AdKnowledge’s media buying and campaign management tools, MarketMatch and SmartBanner. Currently, more than 1,750 Web sites use DoubleClick technology, and more than 100 top advertising agencies use AdKnowledge’s products, the companies said.

“As the online ad industry continues to expand, there is significant benefit to creating uniform standards for site publishers and advertising agencies,” said Kevin O’Connor, chairman and chief executive officer of DoubleClick. “With the standardization that this partnership represents, we believe that online advertising will improve industry-wide. And, by consolidating our efforts with AdKnowledge, we believe we can expand DART reach and market penetration.”

“AdKnowledge and DoubleClick share a commitment to superior customer service and this was an overriding influence as we considered strategic partnering opportunities,” said Scott Kauffman, AdKnowledge president and chief executive officer. “We believe DART provides the best solution for Web site publishers and we are confident our ClickWise customers will benefit tremendously from the power of DoubleClick’s advanced technology.”

Privately-held AdKnowlege was born out of last year’s merger of FocalLink Communications and ClickOver.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts