Road Runner Selects DoubleClick's DART
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The announcement follows Monday's signing of a similar deal with Comcast Online, another cable Internet access provider.
Dynamic Advertising Reporting and Targeting, or DART, will provide Road Runner with the ability to target and manage ad inventory and generate detailed ad performance reports for advertisers.
DART is used by all the sites in the DoubleClick Network as well as by sites that handle their own ad sales. More than 6,400 sites worldwide are using the app.
Financial arrangements were not disclosed.
"We were looking for an ad management solution that was on par with the technology that supports our 200,000 customers and would best meet the requirements of our advertisers," said Bob Benya, Road Runner's vice president of ad sales.
Road Runner is a joint venture among affiliates of Time Warner Inc., MediaOne Group, Microsoft Corp., Compaq Corp. and Advance/Newhouse.