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iVillage Signs to Use DoubleClick's DART

New York City-based women's network iVillage selected DoubleClick's DART ad serving solution to target and manage ad inventory and generate performance reports for advertisers.

DART (Dynamic Ad Reporting and Targeting) is used by all the sites in the DoubleClick Network as well as by sites that handle their own ad sales. The company says more than 7,400 sites worldwide are being served by the technology.

"DART was originally created to serve as the technology backbone for the DoubleClick Network," said Christopher Saridakis, vice president and general manager of DART for DoubleClick. "This makes it a natural fit for the size and scale of iVillage.com. It has been a seamless transition as they've changed their ad management to the DART platform."