DoubleClick Upgrades, Rebrands AdServer Platform

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DoubleClick Inc. today is expected to launch DART Enterprise 5, an upgraded and rebranded version of its AdServer platform for publishers.


The company is positioning DART Enterprise for large publishers and interactive marketers. The upgraded platform includes enhanced inventory management features, multi-event analysis and rich media templates.


DoubleClick said that using DART Enterprise 5, publishers can track impressions, clicks, purchases, departures from a Web site, time spent in an ad, post impression activity and leads.


"It enables publishers to streamline ad management, increase business process integration and broaden offers," said Jonathan Seckler, product director for DoubleClick Publisher Solutions. "It also helps publishers reduce wasted inventory."


DoubleClick introduced its rich media trafficking module, which consists of rich media templates and rule sets, in October 2001. The company said that in the two months following the introduction of the module, the relative volume of rich media ads it served increased 12.5 percent in November and an additional 13.5 percent in December. However, due to a seasonal slowdown in the first quarter, volume in January fell by 4 percent, rising by 6 percent in February.


The company said it has 15 certified vendors in its DART rich media vendor certification program.


Seckler said using DART Enterprise 5, publishers can serve ads to Web sites and to nearly any wireless application, Internet kiosks and interactive TV platforms.


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