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DoubleClick Signs BMCMedia.com to 6-Year DART Deal

DoubleClick Inc. has signed a six-year deal with Hong Kong-based BMCMedia.com for the use of DoubleClick's DART system.

Financial terms of the deal, announced yesterday, were not disclosed.

BMCMedia, an interactive advertising and marketing agency, will use the DART system as its primary ad management technology. DART provides Web-based ad management, serving and targeting capabilities. The system serves more than 2 billion ads daily worldwide, DoubleClick said.

BMCMedia said it evaluated a number of ad-serving technologies before choosing DoubleClick's DART system. BMCMedia, already the leading ad-serving firm in Australia, hopes to gain the leading position in the rest of the Asia Pacific market.

DoubleClick said BMCMedia is the first company to migrate from Sabela to the DART system. DoubleClick bought Sabela from 24/7 Media last week.

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