New York City-based DoubleClick Inc. said it will launch DoubleClick Select in March to increase the focus on the premium Web sites it represents in exclusive advertising sales relationships.
In addition, DoubleClick will, for the first time, open its network to represent branded sites in non-exclusive relationships. Sites joining the expanded network include Court TV, Daily News, Internet Movie Database, Prevue Online and USA Today.
With DoubleClick Select, the company said it will increase its focus on promoting individual premium brands such as AltaVista, The Dilbert Zone, A&E Network, Travelocity, PBS Online, ModernBride.com, The Food Network, Autobytel.com and Fast Company. In support of this effort, DoubleClick said it would substantially expand its advertising sales, sponsorship and business development teams in 1999.
Web publishers joining the network in a non-exclusive agreement will have the opportunity to utilize DoubleClick’s multiple sales channels to supplement their in-house sales teams, the company said. DoubleClick also has a new trade ad campaign going in support of the expanded network; it began running in major industry publications Jan. 18.
“The DoubleClick Network has built its business on brands and will now aggressively expand from this core to respond to advertisers’ demands,” said Wenda Harris Millard, executive vice president for marketing and sales at DoubleClick. “Our new strategy offers media buyers three key elements: search, branded sites and reach.”
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