24/7 Media Sues DoubleClick

Internet media company 24/7 Media Inc. filed a lawsuit Thursday against rival DoubleClick Inc. for patent infringement.

The lawsuit -- filed in the U.S. District Court for the Southern District of New York -- charges DoubleClick with infringing 24/7 Media's U.S. Patent No. 6,026,368, also known as "Online Interactive System and Method for Providing Content and Advertising Information to a Targeted Set of Viewers."

New York-based 24/7 Media's patent relates to Internet ad serving. The company accused its New York rival of using similar technology for the DoubleClick DART ad serving system.

The suit is seeking an injunction against DoubleClick for "further infringement" of its patent, as well as monetary damages.

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