DoubleClick Shopping Program Launched

New York City-based ad network DoubleClick Inc. in conjunction with Infospace.com launched a shopping and services program that offers e-commerce advertisers a targeted way to reach consumers across the DoubleClick Network.

The new DoubleClick Shopping program includes a variety of creative options (banners, buttons, email text links, custom integration, a new services box and a syndicated store) deployed across DoubleClick’s network of brands. Select DART (Dynamic Advertising Reporting and Targeting) clients will also have the opportunity to participate.

The new service box, which is integrated into the content of client sites, will contain a listing of text links to products and services. Each text link is delivered by the DART technology to target users with relevant offerings.

In an agreement with Internet infrastructure provider InfoSpace.com, DoubleClick said it will work with participating sites “to develop customized online stores providing consumers with a wide range of products and advertisers with captivating content.”

InfoSpace.com’s ActiveShopper combines decision-making services and merchandising for several million products and services available from more than 2,500 merchants and catalogs, into a one-stop shopping area. Financial arrangements between the companies were not disclosed.

One of the first users will be Travelscape.com, an online wholesale travel provider, and an undisclosed financial corporation, both of which have signed multi-million dollar advertising arrangements over several years to participate in this initiative. Financial specifics were not disclosed.

“The DoubleClick Shopping program coupled with the DART technology and Network of premium brands gives online merchants a powerful new distribution channel,” said Kelly Freeman, director of e-commerce for DoubleClick. “Advertisers will now have the flexibility to merchandise differently on a variety of sites by utilizing DART for maximum marketing control.”

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