DoubleClick to Support Unicast Superstitials

DoubleClick Inc. said yesterday that its DART for Advertisers platform now can deliver and report on Unicast Superstitial ads. DART customers can include Superstitials within conversion reports that include post impression tracking, reach and frequency reporting, along with other forms of rich media and banners.

The company also said it designated Unicast with a gold certification to serve Superstitial ads through its DART service. DoubleClick's Rich Media Vendor Certification program, which was launched in October, ensures that rich media creative meets certain support and reporting standards. It also helps marketers identify which rich media vendors are compatible with DoubleClick's DART 5 platform.

"The ability to track Superstitial ads through DART for Advertisers is something our advertisers and their agencies have been looking forward to," said Allie Shaw, vice president of global marketing for Unicast.

Unicast is DoubleClick's second gold certified vendor. The other is Enliven. Gold certification is the highest level available. Silver-certified vendors include Brilliant Digital, Intermezzia, Poindexter. Point Roll and eyeReturn.

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