The operation Down Under will sell advertising on behalf of a network of Australian-based Web sites designed to help Australian advertisers build one-to-one relationships with their customers, DoubleClick said.
By matching advertiser’s criteria with the users’ profile, DoubleClick’s proprietary DART (Dynamic Advertising Reporting and Targeting) technology delivers targeted banner ads to Web users visiting DoubleClick Network member sites and sites that license the DART technology.
DoubleClick Australia follows on the heels of the recently launched international DoubleClick Networks in the U.K., Spain, Sweden, Canada, and Japan.
“With local content-driven networks in each major market worldwide, we can empower the media buyer or advertiser to centralize media buying and planning while truly localizing their campaigns,” said Barry Salzman, vice president international of New York City-based DoubleClick Inc.
Brendan Fitzsimons, former director of advertising and media at www.consult pty. ltd., an Australian Internet research and consulting group, will head the new network.
Sites included in the DoubleClick Australia Network at the time of launch are: altavista.yellowpages.com.au, looksmart.com.au, zdnet.com.au, gamespot.com.au, abol.net (Australian Business Online), autoweb.com.au, as well as Australian versions of PC Week, Internet Magazine, PC Magazine, and the soon to be launched quicken.com.au.
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