DoubleClick Debuts Media Buying Tool

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DoubleClick Inc. is expected today to debut MediaVisor, a Web-based application for advertisers and agencies to manage online media planning, buying and execution.


"Right now [online media buyers are] using a bunch of Excel spreadsheets," said Doug Knopper, vice president and general manager, DoubleClick advertiser solutions group, New York. As a result, "one buyer who is sitting at their desk with 20 Excel spreadsheets has absolutely no connection to the buyer sitting next to them who has 20 Excel spreadsheets sitting on their desk."


MediaVisor offers a central repository for this data, he said.


"Buyer 'A' can see the rates that buyer 'B' got to make sure they're in sync and that their campaigns are coordinated," Knopper said. "And there's a historical record that allows you to track the performance of different campaigns on different sites."


The service is available on an undisclosed subscription basis.


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