DoubleClick, CentrPort Ink Deal

DoubleClick continues expanding its integration with vendor solutions, this time striking an agreement with marketing analytics technology firm CentrPort.

The Westport, Conn.-based firm provides technology for clients to manage anonymous consumer data that it merges from disparate marketing systems, such as CRM and sales force automation software. That data thus becomes useful in applications like cross-channel re-marketing and cross-selling.

Now, as a result of the new arrangement, clients of CentrPort’s Anonymous Prospect Management system can add data gleaned from consumers’ interactions with DoubleClick-served online ads. (The firm’s customers include Kraft , SBC and General Motors. )

The work with DoubleClick hinges on APIs added to recent versions of the New York-based online ad giant’s DART for Advertisers ASP, an enhancement that allows for integration between DART and third-party software.

“The ability for companies such as CentrPort to integrate with our ad management platform and provide a seamless service will be a key advantage for our customers in the years ahead,” said Doug Knopper, DoubleClick’s vice president and general manager of advertiser solutions.

The news is the latest such agreement from DoubleClick, which is seeking to boost the sorts of marketing and analytic services it can deliver to clients — though not necessarily by developing those services itself. Earlier this month, the company reached a similar arrangement with New York-based Poindexter Systems, through which New York-based Poindexter’s automated campaign optimization system will receive the same sort of integration with DART.

Late last year, DoubleClick began collaborating with two other players, Solbright and Dynamic Logic. The firm took an equity stake in Solbright and sold its Ad Effectiveness unit to Dynamic Logic, in return for integration deals with both.

DoubleClick benefits from being able to provide potential and current clients with access to a wider range of services through such arrangements, while its partners stand to gain from receiving referrals.

“The alliance was born out of our mutual customers’ desire to provide a direct integration between our two platforms,” said CentrPort President and Chief Executive Bill Zierolf. “Our objective is to join forces and emerge with an even stronger offering that will enable our customers to realize unparalleled productivity, effectiveness and value from their marketing infrastructure investment.”

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