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ElectricVillage Signs to Use DoubleClick's DART

ElectricVillage in Santa Cruz, CA, a provider of Internet commerce, community, and content solutions for radio stations, said it has engaged DoubleClick to manage ads throughout its national network of radio station Web sites.

ElectricVillage said it is the first to use DoubleClick's DART technology to serve and manage targeted ads in a true network environment. DART (Dynamic Advertising Reporting and Targeting) matches advertiser-selected target profiles with individual user profiles to deliver appropriate, targeted ads.

In addition, DoubleClick will now fill selected inventory in ElectricVillage's Radio-VillageNet advertising network with special "cost-per-action" ads as part of the DoubleClick Direct program. Financial arrangements were not disclosed.

"A chief benefit of our partnership with DoubleClick and their DART system is increased effectiveness of our banner ads. This is due to the system's unique targeting capabilities, which allow precise targeting by a wide variety of criteria," said Carl Koppel, president and COO of ElectricVillage.