DoubleClick Rolls Out Commerce Network

Adding a seventh category to its group of networks, advertising giant DoubleClick Inc. on Friday unveiled its commerce network, designed to appeal to advertisers who want to reach consumers who are actively shopping.

The network will aggregate a wide variety of commerce-related sites, ranging from online malls to auction sites.

Charter sites joining DoubleClick’s new network include: AltaVista Shopping.com, CBS StoreRunner, AT&TanyWho, BuyBidWin.com, YellowPages.com, Yellowpagesinc.com and GTE’s Superpages.com.

Joining the network allows e-commerce sites to try to diversify their revenue streams — an important consideration in these times when investors are concerned about the viability of e-commerce players.

“Our partnership with DoubleClick allows CBS StoreRunner to diversify our revenue streams and tap into the huge market of online ad spend,” says Dale Sundby, chief executive officer of CBS StoreRunner.

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