DoubleClick Wins FOX Broadcasting
The ad management company continues to pick up clients, despite plans to sell assets.
DoubleClick will perform ad serving duties for FOX Broadcasting under a deal signed by the two.
FOX will use DoubleClick’s DART for Publishers ad serving product and its Motif rich media management platform to distribute ads on its TV show Web sites. The deal covers the online homes of “24”, “The OC”, “The Simpsons” and “Arrested Development”, among others. The broadcaster will use Motif to deploy rich media promos and in-house ads on these sites.
Ad management duties for Fox News are not part of the deal.
DoubleClick continues to pick up customers, despite the likely sale of some assets in the coming months. In November, the company hired Lazard Freres & Company, an investment bank, to explore “strategic options.” A spokesperson said clients have confidence their ad management needs will continue to be met, regardless of the outcome of the company’s search for a buyer.
In December, DoubleClick renewed DART for Publishers ad management contracts with CBS SportsLine.com and MTV Networks, both Viacom companies, for three more years each.
