DoubleClick Debuts Site Directory Service

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DoubleClick Inc. yesterday began offering Site Directory, a Web-based searchable database that contains media planning data from more than 7,000 Web sites. The service is available to DoubleClick's DART for Advertiser customers and will be available as a stand-alone product early next year.


The company said Site Directory includes data from properties owned by companies such as AOL, Yahoo, MSN and Ziff Davis. It features data such as types of media accepted, audience reach and contact information. Sites are categorized as noncertified, certified, category listed or premium category listed.


"For the first time, marketers have access to a powerful planning tool that provides a single source for the planning information marketers need to plan their online campaigns," said Chris Saridakis, senior vice president of DoubleClick's Global TechSolutions division.


Web sites can update their information in real time and post promotions and discount offers. Agencies and advertisers can opt in to receive e-mails updating them in real time on media offers and promotions.


DoubleClick also said Site Directory soon would integrate third-party data from external sources, including @Plan and ComScore. The company said more than 500 clients have signed up for the service, including Arnold Worldwide, Beyond Interactive and Orbitz, and are using it to plan online campaigns.


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