Doubleclick Announces Launch of Dart Adapt for Publishers
Monday, 24 April 2006
DoubleClick, a leading provider of digital advertising technologies and services, has announced the North American launch of DART Adapt for publishers, an innovative optimization solution designed to maximize the performance of online advertising campaigns. DART Adapt combines sophisticated modeling and adaptive technology to dynamically optimize campaigns, enabling publishers to increase their return on inventory while helping their advertisers to reach their campaign objectives. DART Adapt-enabled publishers can gain competitive advantage in serving advertisers, by automatically matching ads with the audience that will deliver the greatest return for either branding or direct response goals at any given moment in time.
“Optimization is an important emerging area of the online advertising market, bringing science and algorithms to the medium to help generate the best possible performance,” said David Rosenblatt, CEO, DoubleClick. “By building a breakthrough solution that leverages the industry-standard DART platform, DoubleClick is uniquely positioned to provide both publishers and advertisers with the means to get the most return from their online advertising investments.”
“DART Adapt has allowed our clients to extract greater value from their online campaigns,” said Benjamin Reid, Vice President of Sales Operations at About.com, a top 10 Web site and the leading online source for practical consumer information and advice. “DART Adapt is a potent tool that works out of the box with my existing business. It puts the power of some very advanced algorithms in my team’s hands and drives even greater efficiency.”
DART Adapt provides a powerful combination of sophisticated modeling, technology and consultative services, providing publishers a competitive advantage in serving advertisers. The solution provides benefits to publishers that include:
Increased performance across inventory: DART Adapt allows publishers to maximize response rates through a customizable optimization platform. Media is automatically delivered to best performing audience segments to maximize the value of each ad -- as it is defined by the publisher -- all without impacting ad priority or impression delivery goals.
Increased share of wallet: Improving ad performance can increase differentiation from publishers’ competitors, strengthening client retention and enabling them to increase share of wallet across their client base.
Improved operations: Allowing a tool to automatically deliver the best performing ads to the audience that responds best will free up the time of the Ad Operations team and allow them to focus on other high value activities.
Increased productivity: DART Adapt eliminates the need to constantly monitor the performance of publishers’ key advertiser campaigns, while delivering improved performance.
DART Adapt was developed by leveraging expertise from DoubleClick’s digital advertising and statistical teams. By bringing together this knowledge, DoubleClick has created a solution that combines a deep understanding of the business needs of both advertisers and publishers along with the power of applying traditional marketing statistical practices to optimize campaigns.
“DART Adapt embodies a significant step forward in the development of online advertising optimization,” said Brad Bender, Vice President of Optimization Solutions at DoubleClick. “DART Adapt uses a sophisticated methodology to learn over time and automatically adapt delivery to maximize performance, ensuring advertising campaigns are optimized by matching the audience segment where the ad performs best.”