IDG is employing DART (Dynamic Advertising Reporting and Targeting) technology to manage online advertising for the 210 IDG Web sites in 52 countries that are part of IDG.net, including the Computerworld, InfoWorld, Network World and PC World product families. Financial arrangements were not disclosed.
“DART is designed as a uniform technology to operate across a connected global network,” said Kevin Ryan, DoubleClick’s president and chief operating officer. “IDG’s sophisticated network of locally focused, international sites and multi-layered subnetworks presents a substantial challenge, yet is precisely oriented to the unique functionality of DART. With DART, IDG can effectively manage its ad inventory across the entire global network, by region, or site-by-site, while providing uniform reporting standards to clients worldwide.”
DART allows publishers and those responsible for ad management to outsource targeting, scheduling, delivering, tracking, reporting and billing functions, while maintaining responsibility for online ad sales.
Said Laurie Morgan, general manager of IDG.net: “DART will enhance our ability to leverage the targeted audiences of our locally produced Web sites. DART provides a powerful, audited, third-party serving and reporting solution to meet the real-time global market demands of technology’s most important advertisers.”
DART is currently licensed to nearly 50 clients representing 1,750 sites around the world.
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