New York City-based ad network DoubleClick Inc. in conjunction with Infospace.com launched a shopping and
services program that offers e-commerce advertisers a targeted way to reach
consumers across the DoubleClick Network.
The new DoubleClick
Shopping program includes a variety of creative options (banners,
buttons, e-mail text links, custom integration, a new services box and a
syndicated store) deployed across DoubleClick’s network of brands. Select
DART (Dynamic Advertising Reporting and Targeting) clients will also have the
opportunity to participate.
The new service box, which is integrated into the content of client sites,
will contain a listing of text links to products and services. Each text link
is delivered by the DART technology to target users with relevant offerings.
In an agreement with Internet infrastructure provider InfoSpace.com,
DoubleClick said it will work with participating sites “to develop customized
online stores providing consumers with a wide range of products and
advertisers with captivating content.”
InfoSpace.com’s ActiveShopper combines decision-making services and
merchandising for several million products and services available from more
than 2,500 merchants and catalogs, into a one-stop shopping area. Financial
arrangements between the companies were not disclosed.
One of the first users will be Travelscape.com, an online wholesale travel
provider, and an undisclosed financial corporation, both of which have signed
multi-million dollar advertising arrangements over several years to
participate in this initiative. Financial specifics were not disclosed.
“The DoubleClick Shopping program coupled with the DART technology and
Network of premium brands gives online merchants a powerful new distribution
channel,” said Kelly Freeman, director of e-commerce for DoubleClick.
“Advertisers will now have the flexibility to merchandise differently on a
variety of sites by utilizing DART for maximum marketing control.”
