RealTime IT News

DoubleClick Wins Patent for DART

Ad network and serving technology company DoubleClick Inc. has won a patent for the technology employed by its Dynamic Ad Reporting and Targeting ad server product.

The U.S. Patent Office, after a two-year review, issued patent 5,948,061 to DoubleClick entitled "Method of Delivery, Targeting, and Measuring Advertising Over Networks."

"DoubleClick has always been a pioneer in developing the solutions and technologies which make advertising work on the Internet," said Kevin O'Connor, CEO of DoubleClick. "This patent reaffirms DoubleClick's technological leadership position and commitment to resources in this arena."

DoubleClick (DCLK) is now preparing a strategy for the licensing of the technology. The company also said it has several other patent applications pending relating to other aspects of the company's technology.

DoubleClick told The Wall Street Journal it could use the patent to sue or demand licensing fees from rivals, including ad serving company AdForce Inc. (ADFC)