DoubleClick Inc. said it signed over 25 new clients to its DART (Dynamic Advertising Reporting and Targeting) for
Advertisers (DFA) product in the second quarter.
DART for Advertisers is an ad serving technology designed as a reporting and
re-marketing system for advertisers and ad agencies.
New clients include: Darwin Digital/Saatchi & Saatchi; Mediacom Digital, a
division of Grey Advertising; SF Interactive; CarsDirect.com; iXL and
FreeShop.com. The DFA product, introduced by DoubleClick’s Closed-Loop
Marketing Solutions group in October 1998, served ads on behalf of more than
200 agencies and advertisers during the second quarter.
With DFA, advertisers can target any site, monitor and modify creative in
real-time, centralize campaign reporting and analyze post-click activity.