New York City-based DoubleClick
said it has formalized a
strategic partnership with broadband pioneer Comcast Online Communications in a
move to develop solutions for high-speed online service providers.
Comcast will employ DoubleClick’s DART (Dynamic Advertising Reporting and
Targeting) technology to target and manage ad inventory and generate detailed
ad performance reports for its advertisers.
“It was important for Comcast to go with a service that is scalable and
flexible enough to work with our own technology,” said Gaurav Suri, general
manager for content at Comcast Online Communications. “DART will allow Comcast
to serve our broadband customers who access our service at speeds up to 100
times greater than that of a telephone line.” Financial arrangements were not
disclosed.
Comcast Online Communications, through its partnership with @Home Network,
offers residential customers high-speed service in nine markets.