The operation Down Under will sell advertising on behalf of a network of
Australian-based Web sites designed to help Australian advertisers build
one-to-one relationships with their customers, DoubleClick said.
By matching advertiser’s criteria with the users’ profile, DoubleClick’s
proprietary DART (Dynamic Advertising Reporting and Targeting) technology
delivers targeted banner ads to Web users visiting DoubleClick Network member
sites and sites that license the DART technology.
DoubleClick Australia follows on the heels of the recently launched
international DoubleClick Networks in the U.K., Spain, Sweden, Canada, and
“With local content-driven networks in each major market worldwide, we can
empower the media buyer or advertiser to centralize media buying and planning
while truly localizing their campaigns,” said Barry Salzman, vice president
international of New York City-based DoubleClick Inc.
Brendan Fitzsimons, former director of advertising and media at www.consult
pty. ltd., an Australian Internet research and consulting group, will head the
Sites included in the DoubleClick Australia Network at the time of launch
are: altavista.yellowpages.com.au, looksmart.com.au, zdnet.com.au,
gamespot.com.au, abol.net (Australian Business Online), autoweb.com.au, as
well as Australian versions of PC Week, Internet
Magazine, PC Magazine, and the soon to be launched