DoubleClick Signs More Clients for DART

DoubleClick Inc. said it licensed its DART (Dynamic Advertising Reporting and Targeting) technology to several new clients, including some European publishing companies.

New DART clients include publishers Grupo Prisa in Spain; Mondadori and SMA Punto Net in Italy; Verlagsgruppe Handelsblatt and Heinrich Bauer Verlag in Germany; Swisscom’s Blue Window, an Internet publication in Switzerland; Zeek! Internet and ZDNet in Brazil; Liberation, a top French newspaper; VNU and Groupe Tests in France.

“The international publishing community clearly recognizes the benefits of outsourcing their online ad management,” said Kevin O’Connor, CEO of DoubleClick. “DART is designed as a uniform technology to operate across a connected global network. For multinational publishers who operate sites worldwide or regionally, DART takes care of the global targeting, scheduling, delivering, tracking, reporting and billing functions. By outsourcing DART, publishers can focus on maximizing their online ad sales.”

DoubleClick also said Ziff-Davis, a DART client, is expanding its implementation of DART across its network of country-specific sites, including ZD Brazil, ZD Australia, ZDItaly, and ZDChina. And IDG is employing DART to manage online advertising for the 240 IDG Web sites in 55 countries worldwide that are part of IDG.net, including the Computerworld, InfoWorld, Network World and PC World product families.

DART’s features, specifically designed for the international market, include multiple language support for single and double-byte characters, international currency capabilities, and delivering accurate country targeting beyond the domain level and enhanced domain targeting. DoubleClick operates local data centers in 10 countries.

“DoubleClick continues to make substantial investments in engineering to develop and localize the DART technology to meet the needs of our customers around the world. We are rapidly growing our international DART sales, support and business development teams, which already includes 20 people,” said Barry Salzman, president of DoubleClick, International. DART is currently licensed to more than 3,000 sites around the world.

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