IAC Drops DoubleClick, Picks Up Atlas
Atlas, a division of aQuantive has announced a contract that will span several years with IAC Advertising Solutions. Atlas will provide ad serving technology for many of the IAC businesses, which was previously done by DoubleClick. However the deal has been said to have been in the works long before the Google DoubleClick merger.
This deal will allow IAC to consolidate its varying publishers into a single “premium platform”. These publishers service about 60 million users a month.
President of IAC Advertising Solutions, Rich Stalzer said, “There were two key objectives that drove our partnership selection. One, we needed to consolidate IAC properties onto a single media ad serving platform so that advertisers could achieve reach and frequency efficiencies across IAC’s businesses. Two, we sought to create enhanced targeting capabilities for advertisers by effectively segmenting our extensive user base.”
Karl Siebrecht, Atlas president points out that the switch is only further proof that publishers are seeing the benefit in platforms that are evolving with the market. He said, “Unlike other ad serving platforms, Atlas Ad Manager brings enhanced flexibility, inventory forecasting and simplified third party integration to the table which will enable IAC to capitalize on the benefits from improved efficiency and better organization of inventory.”
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