IAR Bits and Bytes

DoubleClick Taps Precise to Optimize Ad Network Technology

Alley-based ad network DoubleClick aims to boost the speed of its ad serving infrastructure, and will use the services of Precise Software Solutions to do so.

Precise, based in Westwood, Mass., will use its systems and technology to optimize the network’s ad inventory management, forecasting, billing and reporting systems — which handle some 120 terabytes of data and 2.5 billion ad impressions daily, according to DoubleClick.

Already, DoubleClick said it’s seeing results from Precise’s work, cutting down batch processing time dramatically — in some cases from 20 minutes to under one minute.

ClickAction Issues Recall, Revises Earnings to Show Loss

E-mail marketer ClickAction said it has recalled about $5 million in ASP products that it shipped, but which won’t be supported by partner firms.

The recall was prompted by worries of ClickAction’s management that its unnamed partners’ weak financial states would potentially leave users without product support. According to ClickAction, one of those firms already gave ten days’ notice that it would be discontinuing its support of the product.

Following an investigation by auditors and an internal committee, ClickAction said it would replace $2.2 million worth of the recalled software products from suppliers with new products.

ClickAction said the remaining $2.8 million of recalled software could be resold if the supplier shows that it’s able to support the product; in the meantime, the firm’s previously reported first quarter gross revenues and net income were adjusted to reflect the recall of this product.

After the adjustment, ClickAction’s gross revenues for first quarter totaled $8.2 million, compared to the previously reported gross revenues of $11 million. Accordingly, ClickAction will report a net loss of $2.5 million, or $0.20 per share, compared to the previously reported net income of $233,000, or $0.02 per share.

CoolSavings Adds to Product Lineup

Chicago-based online incentive marketer CoolSavings.com debuted its Sales Circulars offering, which enables marketers to create online coupon and special offer announcements aimed at CoolSavings.com members.

The online product is positioned as a way for online and offline retailers to drive traffic to their stores and sites.

“According to a recent CoolSavings poll, nearly one-half of our members surveyed do not subscribe to a local newspaper,” said CoolSavings chairman and chief executive Steven Golden. “This means there is a significant group of online consumers who do not have access to the savings found in Sunday papers.”

The Sales Circulars product offers real-time tracking and local targeting.

“With the introduction of CoolSavings’ Sales Circulars, advertisers now have an efficient online vehicle to reach this key segment of active shoppers that they’ve been missing” through traditional free standing inserts, Golden added.

CoolSavings claims about 12.7 million registered households on its site, which aggregates deals and discounts from advertisers.