DoubleClick Boosts Revenue Model, Signs 24 Publishers
Twenty-four new North American clients have enrolled in DoubleClick’s DART Adapt publisher network, including publishers like About.com, the Washington Post’s Newsweek Interactive and Napster.
Along with the additional clientele, DoubleClick has also launched the DART Adapt Revenue Module, which optimizes ad performance by displaying the highest paying ads first to the users that will be most likely to respond.
“We designed DART Adapt to enable publishers to improve campaign performance for their premium advertisers while generating more revenue from their ad inventory,” said Brad Bender, DoubleClick’s VP of optimization solutions in a statement. The DART Adapt Revenue Model complements the DART Adapt Performance Module which launched in April of 2006 to help advertisers maximize campaign performance.
“The two modules that make up DART Adapt — Performance and Revenue — work in parallel to match the highest revenue-generating ad with the most appropriate audience,” added Bender. Both modules pave the way for a larger suite of services that DoubleClick will roll out in 2007.
Currently, the DART Adapt network has powered more than 1,000 campaigns. About.com has been testing the pre-release version since February 2005 and has so far used it to serve nearly two-billion impressions to the tune of increased clicks and ad-serving efficiency.
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