DoubleClick Plans Search-Bid Tool

DoubleClick will enter the search marketing business later this year with a bid-management tool for advertisers CEO Kevin Ryan said yesterday.

Ryan told investors during a presentation that DoubleClick is developing a tool for companies to manage their search campaigns that would work in conjunction with its DART for Advertisers online ad management platform. DoubleClick plans to release the bid-management tool in the second half of the year.

Ryan said the fast growth of search marketing in the past year made advertisers need such a tool, as they managed keyword ad campaigns that could stretch to thousands of keywords.

"When you were spending $5,000 a year it didn't really matter," he said. "When you're spending $200,000 or $1 million a year, it does matter."

DoubleClick competitor aQuantive's Atlas DMT acquired leading bid-management company Go Toast in December. Other independent companies offering similar keyword-bidding tools include and Performics.

Brian Morrissey covers search marketing for DM To keep up with the latest search marketing news subscribe to our free e-mail weekly newsletter Search Engine Marketing by visiting .

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