DoubleClick Updates Software to Support Digital Media Platforms

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DoubleClick Inc. is offering a new version of its ad-serving software that provides support for customers sending ads to digital media platforms such as cellular telephones, interactive television, ATMs, voice portals and Internet kiosks, the company said yesterday.

AdServer 4.1 provides advertisers with inventory management tools, precision targeting and ad delivery, DoubleClick said. The software also includes support for Microsoft Inc.'s Windows 2000 operating system and supports Apache on Linux and Sun Microsystems' Solaris operating systems. The company said AdServer 4.1 lets customers simultaneously monitor and compare results across the Web and other media platforms.

"In the last few months we've seen customers deploy AdServer into environments ranging from mobile phones, interactive kiosks to voice portals and other phone-based systems, and we expect to see this trend continue as new digital marketing media evolve," said Richard Frankel, DoubleClick's general manager of AdServer.

DoubleClick, New York, said that in addition to being used by and CNN Interactive, AdServer is being used by TravelCLICK's Travel Agent Media Network to deliver text-based promotional messages to computer screens used by travel agents when booking reservations for clients.

The company also said AdServer 4.1 offers the ability to manage multiple currencies simultaneously per advertiser and features language packs that support clients in Europe, Asia and South America.

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