DoubleClick
Inc. launched DoubleClick “Closed-Loop Marketing Solutions,” a suite of
products designed to give
advertisers and agencies real-time, in-depth control of delivery, measurement
and analysis of their campaigns.
The product suite includes DoubleClick DART, now being privately labeled for
advertisers, and two new products: DoubleClick DataBank and DoubleClick
Boomerang.
DoubleClick said that using the new products, advertisers will have the
ability to change creative, targeting, criteria, frequency and other
marketplace
variables in real-time.
The new solutions allow advertisers to deliver ads, measure and analyze
results and adapt future advertising to increase effectiveness, the company
said.
Said Kevin O’Connor, chairman and chief executive officer of DoubleClick: “DoubleClick Closed-
Loop Marketing Solutions provides a standard for building relationships
between brands and consumers online, and facilitates the return-on-investment
that advertisers have been craving from their marketing strategies.”
DoubleClick’s newest products are available for stand-alone application or
as part of the Closed-Loop package. DART for Advertisers, combined with the
power of DataBank and Boomerang, delivers the first online advertising
solution that can re-target interested consumers and bring them back to a
marketer’s site while protecting their privacy, the company said.
DART (Dynamic Ad Reporting and Targeting) gives advertisers and agencies the
ability to target, deliver and report campaigns across any site on the Web.
DART currently delivers more than 3 billion ads a month on more than 2,900
sites, according to the company.
DataBank is a data mining tool that allows advertisers to analyze and evaluate
marketing campaigns. DataBank’s “knowledge discovery” mechanism allows
advertisers to uncover patterns and correlations between ad campaigns and a
customer’s activity. For example, an advertiser can ascertain the impact of ad
frequency on online purchasing patterns.
Boomerang is a one-to-one targeting solution for advertisers that allows
marketers to identify users who have come to their sites and then re-target
those consumers on DoubleClick’s Network, which currently reaches 40 million
unique users per month.
