DoubleClick's DART Adapt for Publishers wins 24 clients

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DoubleClick Inc. on Dec. 6 announced 24 new North American clients for its DART Adapt Performance Module, a publisher's optimization solution, along with the launch of a charter program for the DART Adapt Revenue Module.

The two products within the DART Adapt for Publishers platform, a suite of optimization services that DoubleClick, will formally launch next year.

New clients using the DART Adapt Performance Module include TheStreet.com, About.com, PriceGrabber.com, Washingtonpost.Newsweek Interactive, Media News Group and Napster.

DART Adapt optimizes performance in real time. DoubleClick claims the service can have a positive effect on advertiser satisfaction and renewals, and it can generate increased click-through rates for clients and additional Web site traffic.

The DART Adapt Performance Module was launched in April, though it began in beta with client About.com in February 2005. It targets the users most likely to respond to ads through a variety of measures including clicks and other surfing behavior.

Doubleclick, New York, boasts the product already has served more than 40 billion impressions over more than 1,000 advertiser campaigns.

Since implementation, About.com reports an average click lift of 30 percent with the DoubleClick product and on a single advertiser basis, the click lift has been reported as high as 250 percent.

The newly launched DART Adapt Revenue Module is designed to optimize remnant inventory by matching cost-per-click ads with the users most likely to respond, and by optimizing ad selection between competing CPC, ad network and CPM ads to serve the highest value ads first.

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