DART (Dynamic Advertising Reporting and Targeting) will provide PC Quote with
increased efficiency in ad inventory management and the ability to target
advertisements to a monthly flow of over 987,000 visitors, the company said.
“It is our intention to achieve utmost efficiency from every page we publish,”
said Jim R. Porter, chairman and CEO of PC Quote. “DoubleClick’s DART provides
us with the functionality to realize the full value of every page impression,
not only on our own Web site, but also on each page we co-brand for partners
such as Edgar Online, Earthlink, INVESTools, VectorVest and Schaeffer’s
“We estimate the total ad inventory will increase by as much as 25 to 35 percent
solely due to the increased capabilities DART provides,” said Porter.
“Not only will we be able to deliver rich media files like RealAudio,
ShockWave and Enliven,” continued Porter, “but we will be able to dynamically
target ads according to the viewer’s geographic location, domain and operating
system and even limit the number of times a particular viewer is exposed to
any one ad.”