SportsLine USA Inc. Signs Up for DoubleClick’s DART

SportsLine USA Inc., publisher of CBS SportsLine, selected DoubleClick’s DART technology as its ad serving solution.

The company also contracted with DoubleClick International for ad sales representation in the UK, Ireland, Germany, Switzerland, Australia, Italy, Canada, France, Sweden, Finland, Norway and Denmark.

DART will give SportsLine USA, and all the CBS Web sites, the ability to dynamically target and manage ad inventory. Financial terms were not disclosed.

DART, DoubleClick’s proprietary, ad targeting and reporting technology, is used by all the sites in the DoubleClick Network as well as by sites that handle their own ad sales.

“With DART as our ad serving solution, we have the ability to seamlessly tap into DoubleClick’s domestic and international sales channels,” said Mark Mariani, executive vice president for SportsLine USA. “DoubleClick’s solutions are the right choice for our strategic focus, both to broaden our advertising relationships and to maximize revenues.”

CBS SportsLine features more than 400,000 pages of multimedia sports information, entertainment and merchandise covering all major professional, collegiate and international sports. It includes exclusive content from sports teams, organizations and superstars such as Michael Jordan, Tiger Woods and Shaquille O’Neal.

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