ElectricVillage in Santa Cruz, CA, a
provider of Internet commerce, community, and content solutions for radio
stations, said it has engaged DoubleClick to manage ads throughout its
national network of radio station Web sites.
ElectricVillage said it is the first to use DoubleClick’s DART technology to
serve and manage targeted ads in a true network environment. DART (Dynamic
Advertising Reporting and Targeting) matches advertiser-selected target
profiles with individual user profiles to deliver appropriate, targeted ads.
In addition, DoubleClick will now fill selected inventory in ElectricVillage’s
Radio-VillageNet advertising network with special “cost-per-action” ads as
part of the DoubleClick Direct program. Financial arrangements were not
disclosed.
“A chief benefit of our partnership with DoubleClick and their DART system is
increased effectiveness of our banner ads. This is due to the system’s unique
targeting capabilities, which allow precise targeting by a wide variety of
criteria,” said Carl Koppel, president and COO of ElectricVillage.