DoubleClick Adds Demographic Targeting

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Online ad-placement and management firm DoubleClick, New York, has added a feature to its DART ad targeting and reporting technology that allows customers to deliver demographically targeted ads based on sites' databases of user registration information.

According to Kevin O'Connor, DoubleClick CEO, the new feature will allow sites using Dart to charge more for their advertising inventory.

"The aggregated demographic information provides Internet advertisers with a very powerful targeted delivery system," O'Connor said.

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