DoubleClick Revamps E-mail Offerings, Unveils Network

Online ad network and technology giant DoubleClick took the wraps off its email network Monday, building on existing relationships and leveraging the expected acquisition of email marketer NetCreations.

The company also showed off two email technology versions of its DART targeting and optimizing ad serving platform and discussed plans for integrating the capabilities offered by the NetCreations acquisition.

A late entrant to the email marketing space, DoubleClick has been making sizable strides to play catch-up to ad network competitors like 24/7 Media, and email-only marketer NetCreations.

In April, the company partnered with Topica, an email newsletter network in which users can join, create, and moderate free email discussions. DoubleClick began repping for the email list provider, and Topica created newsletters specifically for promotions and discounts. Topica also added opt-in addresses to DoubleClick’s address-selling/renting service Prospect, which is now called E-mail List Services.

But most significantly for its email business, DoubleClick earlier this month announced it would acquire NetCreations for $191 million in stock.

NetCreations was popularly considered the leader in opt-in email marketing. When the acquisition is finalized in fourth quarter, DoubleClick’s E-mail List Services will have a total of 30 million single- and double-opt-in email addresses.

“With DoubleClick email, we are providing publishers and online marketers with the industrys most comprehensive suite of media, technology and data email marketing tools to attract, retain and grow their customer base,” said Court Cunningham, vice president of DoubleClick DARTmail Technology.

DoubleClick’s new email newsletter network combines more than 140 email newsletters into subject categories, and offers sponsorships, run-of-network and category-wide buys. Thirty-six publishers offer newsletters in the network, including Backwire, GamePro.com and Zagat.com.

The two new technology products introduced Monday are based on the company’s ad-serving technology DART, which offers real-time reporting, targeting and optimization.

E-mail ad server DARTmail Publisher adds targeted ads into text and HTML email. The product already has a client roster of some heavy hitters, including content portal About Inc. and B2B ad network B2BWorks.

DARTmail Campaign Manager allows marketers to create and distribute messaging and promotional offers to existing customers. The system’s clients include Payless.com and Edgar Online.

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