Adding a seventh category to its group of networks, advertising giant DoubleClick Inc. on Friday unveiled
its commerce network, designed to appeal to advertisers who want to reach
consumers who are actively shopping.
The network will aggregate a wide variety of commerce-related sites,
ranging from online malls to auction sites.
Joining the network allows e-commerce sites to try to diversify their
revenue streams — an important consideration in these times when investors
are concerned about the viability of e-commerce players.
“Our partnership with DoubleClick allows CBS StoreRunner to diversify our
revenue streams and tap into the huge market of online ad spend,” says Dale
Sundby, chief executive officer of CBS StoreRunner.