DoubleClick Inc. said
it licensed its DART (Dynamic Advertising Reporting and Targeting)
technology to several new clients, including some European publishing
companies.
New DART clients include publishers Grupo Prisa in Spain; Mondadori and SMA
Punto Net in Italy; Verlagsgruppe Handelsblatt and Heinrich Bauer Verlag in
Germany; Swisscom’s Blue Window, an Internet publication in Switzerland; Zeek!
Internet and ZDNet in Brazil; Liberation, a top French newspaper; VNU and
Groupe Tests in France.
“The international publishing community clearly recognizes the benefits of
outsourcing their online ad management,” said Kevin O’Connor, CEO of
DoubleClick. “DART is designed as a uniform technology to operate
across a connected global network. For multinational publishers who operate
sites worldwide or regionally, DART takes care of the global targeting,
scheduling, delivering, tracking, reporting and billing functions. By
outsourcing DART, publishers can focus on maximizing their online ad sales.”
DoubleClick also said Ziff-Davis, a DART client, is expanding its
implementation of DART across its network of country-specific sites, including
ZD Brazil, ZD Australia, ZDItaly, and ZDChina. And IDG is employing DART to
manage online advertising for the 240 IDG Web sites in 55 countries worldwide
that are part of IDG.net, including the Computerworld, InfoWorld, Network
World and PC World product families.
DART’s features, specifically designed for the international market, include
multiple language support for single and double-byte characters, international
currency capabilities, and delivering accurate country targeting beyond the
domain level and enhanced domain targeting. DoubleClick operates local data
centers in 10 countries.
“DoubleClick continues to make substantial investments in engineering to
develop and localize the DART technology to meet the needs of our customers
around the world. We are rapidly growing our international DART sales, support
and business development teams, which already includes 20 people,” said Barry
Salzman, president of DoubleClick, International. DART is currently licensed
to more than 3,000 sites around the world.
