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DoubleClick Signs 25 DART for Advertisers Clients in 2Q

DoubleClick Inc. said it signed over 25 new clients to its DART (Dynamic Advertising Reporting and Targeting) for Advertisers (DFA) product in the second quarter.

DART for Advertisers is an ad serving technology designed as a reporting and re-marketing system for advertisers and ad agencies.

New clients include: Darwin Digital/Saatchi & Saatchi; Mediacom Digital, a division of Grey Advertising; SF Interactive; CarsDirect.com; iXL and FreeShop.com. The DFA product, introduced by DoubleClick's Closed-Loop Marketing Solutions group in October 1998, served ads on behalf of more than 200 agencies and advertisers during the second quarter.

With DFA, advertisers can target any site, monitor and modify creative in real-time, centralize campaign reporting and analyze post-click activity.