DoubleClick Offers Tool for Publishers

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Online advertising technology provider DoubleClick Inc. introduced DART Adapt for Publishers in North America.


The product lets publishers maximize their advertisers' response rate through a customizable platform. Online advertisers then can identify and deliver ads to audience segments that are most likely to respond.


"Advertisers care about metrics on which their campaigns are being measured and enhancing performance on these metrics," said Brad Bender, DoubleClick's vice president of optimization solutions in New York. "They need to drive performance, whether in terms of ROI or CPA."


DoubleClick is conducting pilots with a few publishers, extending DART Adapt to more than 100 advertisers. The New York Times Co.'s practical-help site About.com is a user.


DART Adapt pulls direct marketing principles into interactive marketing. This was done with intent.


"The success of scientific processes and techniques in enhancing direct marketing campaigns was evident," Mr. Bender said. "The same methodologies could be applied to online advertising, as the Internet is one of the most accountable mediums available.


"DoubleClick was in a position to learn from the sophisticated modeling techniques in the traditional marketing world and harness these processes to the benefit of publishers and advertisers alike," he said.


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