DoubleClick, ShopLocal Enter Geo-Targeting Partnership

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Comparison shopping company ShopLocal, which distributed digital SmartCirculars, catalogs and other media promoting products sold at local outlets, has teamed up with online ad technology company DoubleClick to power its services with geo-targeting capability. The deal will let ShopLocal advertisers place digital sales circulars into rich media banner ads. It’s ShopLocal’s mission to help local businesses, which may put out weekly printed sales circulars already, reach customers on the Web.

ShopLocal is calling the new DoubleClick-powered service SmartMedia. It joins ShopLocal’s existing SmartCircular technology, which converts printed circulars into digital ones, with DoubleClick’s DART Motif rich media platform. The SmartMedia banner ads are targeted locally and can be dynamically updated every time the content of a business’s sales circular changes.

“SmartMedia is a dynamic, cost-effective way for retailers to deliver versioned store circulars and inserts to shoppers online,” said Bob Armour, ShopLocal’s marketing and business development VP in a statement. “In addition to providing full localized advertising, we are offering retailers a highly customizable and efficient way to drive customers into their local stores.”

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