IDG is employing DART (Dynamic Advertising Reporting and Targeting) technology
to manage online advertising for the 210 IDG Web sites in 52 countries that
are part of IDG.net, including the Computerworld, InfoWorld, Network World and
PC World product families. Financial arrangements were not disclosed.
“DART is designed as a uniform technology to operate across a connected global
network,” said Kevin Ryan, DoubleClick’s president and chief operating
officer. “IDG’s sophisticated network of locally focused, international sites
and multi-layered subnetworks presents a substantial challenge, yet is
precisely oriented to the unique functionality of DART. With DART, IDG can
effectively manage its ad inventory across the entire global network, by
region, or site-by-site, while providing uniform reporting standards to
DART allows publishers and those responsible for ad management to outsource
targeting, scheduling, delivering, tracking, reporting and billing functions,
while maintaining responsibility for online ad sales.
Said Laurie Morgan, general manager of IDG.net: “DART will enhance our ability
to leverage the targeted audiences of our locally produced Web sites. DART
provides a powerful, audited, third-party serving and reporting solution to
meet the real-time global market demands of technology’s most important
DART is currently licensed to nearly 50 clients representing 1,750 sites
around the world.