Apr 11, 2005 : AOL Picks DoubleClick Ad Technology
📅 - America Online (aol.com) and DoubleClick (doubleclick.com), a provider of online marketing tools, announced on Friday that they will partner to bring ad serving, inventory management, workflow tools and delivery operations to AOL Media Networks, the ad sales, commerce and search arm of AOL.
According to the partnership, DoubleClick's ad management platform, DART for Publishers, will be implemented across all AOL brands later this year. DART is a hosted advertising serving and management solution that helps Web publishers manage, serve and report on their online ads and revenues. AOL Media Networks already uses other DoubleClick products. "We are thrilled to help AOL manage its vast online ad inventory which plays a significant role in many advertisers' media buys," says David Rosenblatt, president of DoubleClick. "With a media property as large as AOL adopting the DART technology, already widely used by online advertisers, we're creating a common technology platform and industry standard for online ad management. Overall, we've been investing in the DART product suite for the past year in order to provide industry-leading technology to all our marketer, agency and publisher clients." The companies say the partnership will provider AOL advertisers with advanced ad serving technologies that will enable more advanced ad campaigns and deeper reporting. Other benefits include easier targeting capabilities and real-time knowledge of inventory availability. "AOL is committed to offering our customers the best ideas and most effective interactive solutions, says Mike Kelly, president of AOL Media Networks, "our new relationship with DoubleClick gives AOL a real edge in the ad market."
According to the partnership, DoubleClick's ad management platform, DART for Publishers, will be implemented across all AOL brands later this year. DART is a hosted advertising serving and management solution that helps Web publishers manage, serve and report on their online ads and revenues. AOL Media Networks already uses other DoubleClick products. "We are thrilled to help AOL manage its vast online ad inventory which plays a significant role in many advertisers' media buys," says David Rosenblatt, president of DoubleClick. "With a media property as large as AOL adopting the DART technology, already widely used by online advertisers, we're creating a common technology platform and industry standard for online ad management. Overall, we've been investing in the DART product suite for the past year in order to provide industry-leading technology to all our marketer, agency and publisher clients." The companies say the partnership will provider AOL advertisers with advanced ad serving technologies that will enable more advanced ad campaigns and deeper reporting. Other benefits include easier targeting capabilities and real-time knowledge of inventory availability. "AOL is committed to offering our customers the best ideas and most effective interactive solutions, says Mike Kelly, president of AOL Media Networks, "our new relationship with DoubleClick gives AOL a real edge in the ad market."
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