Execs and Accounts for September 5, 2002

DoubleClick and Publicis Groupe have entered into a global partnership in which DoubleClick will be the preferred ad serving provider for numerous Publicis affiliates. The agreement will cover Publicis agencies throughout North America, Europe, Latin America and Asia, including Optimedia, Zenith Media, Publicis, and Saatchi & Saatchi.

Under the deal, Publicis will recommend DoubleClick’s DART for Advertisers solution to any clients for whom the company implements third party ad serving. DART for Advertisers is an ASP advertising management and serving software.

“Having worked with DoubleClick in Europe for over two and a half years, we are confident that the global deployment of DART for Advertisers will fulfill our clients’ online ad serving needs,” said Anthony Jones, director of strategic resources at Optimedia Worldwide and the person responsible for Publicis’ relationship with DoubleClick.

Tacoda Systems, an enterprise software company that helps online publishers create profile-based audience segments, has signed Forbes.com to use its Audience Management Software (AMS).

Forbes.com is the fourth big Web publisher to use AMS, which has also been installed at CondiNet, Advance Internet and The Weather Channel’s weather.com. Content providers use Tacoda’s software to collect data about prospects as users interact with their sites, merge that data with existing systems, generate an enterprise-wide set of prospect profiles, and automate marketing programs that target audience segments with similar profile characteristics. In addition to applying these functions, Forbes.com said it will use AMS to incorporate offline subscriber data into the online user database.

“Tacoda’s AMS gives us the ability to know who is on our site, track how and where they interact so that advertisers know the true value of our online inventory,” said Forbes.com Chief Advertising Officer Bill Flatley. “Marketers can then target precise audience segments in substantial numbers, helping turn prospects into customers.”

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