DoubleClick Beefs Up DART System

DoubleClick Inc. is
introducing a new feature for its DART technology that allows clients to
deliver demographically targeted ads based on a Web site’s own database of
user registration information.

DART is New York City-based DoubleClick’s proprietary ad targeting and
reporting technology. Once available only to sites affiliated with the
DoubleClick Network, the company recently began providing its DART Service to
other sites.

The beefed up DART technology collects information, voluntarily offered by the
user, in a site’s database and compares it against DoubleClick’s other
targeting criteria, such as company name and geographic location. This highly
targeted, demographics-based delivery is designed to allow sites to sell
online advertising at a premium, the company said.

“This new feature enables our DART customers to derive greater value from
their inventory,” said Kevin O’Conner, CEO of DoubleClick. “The aggregated
demographic information also provides Internet advertisers with a very
powerful targeted delivery system.”

Since its introduction last fall, DoubleClick DART technology has been used to
serve over a billion ads, the company said.

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