The announcement follows Monday’s signing of a similar deal with Comcast
Online, another cable Internet access provider.
Dynamic Advertising Reporting and Targeting, or DART, will provide Road Runner
with the ability to target and manage ad inventory and generate detailed ad
performance reports for advertisers.
DART is used by all the sites in the DoubleClick Network as well as by sites
that handle their own ad sales. More than 6,400 sites worldwide are using the
“DART has the scale and flexibility to work with a high speed Internet
provider that continues to push the envelope by supplying Internet connections
with speeds up to 100 times greater than that of a telephone line,” said
Christopher Saridakis, general manager of DART for DoubleClick.
Financial arrangements were not disclosed.
“We were looking for an ad management solution that was on par with the
technology that supports our 200,000 customers and would best meet the
requirements of our advertisers,” said Bob Benya, Road Runner’s vice president of ad sales.
Road Runner is a joint venture among affiliates of Time Warner Inc., MediaOne
Group, Microsoft Corp., Compaq Corp. and Advance/Newhouse.