DART (Dynamic Advertising Reporting and Targeting) allows and management
inventory and generates detailed performance reports for advertisers.
DoubleClick said DART, used by all the sites in the DoubleClick Network
well as by sites that handle their own ad sales, now is being used at
than 7,400 sites worldwide.
“DART was originally created to serve as the technology backbone for the
DoubleClick Network,” said Christopher Saridakis, vice president and
manager of DART, DoubleClick. “This makes it a natural fit for the size
scale of About.com’s network.”