--- AOL® Media Networks Adopts DART® for Publishers Technology ---
America Online, Inc., the world’s largest interactive services company, and DoubleClick Inc. (NASDAQ: DCLK), a leading provider of marketing tools for advertising agencies, marketers and web publishers, will partner to bring state-of-the-art ad serving, inventory management, workflow tools and delivery operations to AOL Media Networks. AOL Media Networks, the ad sales, commerce and search arm of America Online, which also handles the marketing of the AOL web brands, includes AOL, AOL.com, AOL Instant Messenger, Compuserve, Netscape, Mapquest, Moviefone, Time Inc. Interactive, CNN, CNNMoney, icq and reaches upwards of 104 million people*. DoubleClick’s ad management platform, DART for Publishers (DFP), which is being piloted on Mapquest now, will begin to be implemented across all AOL brands later this year.
The relationship with DoubleClick will provide advertisers across all America Online brands with enhanced ad serving technologies to facilitate the development and execution of more complex ad campaigns and promotions and will also provide advertisers with faster, deeper and more centralized reporting on their campaigns. DoubleClick will enable AOL Media Networks to strategically package and deliver solutions to specific audiences and content affinities in a dynamic and powerful way. The other benefits include real-time knowledge of inventory availability and stronger targeting capabilities. As part of this deal, DoubleClick will be developing several enhancements to the DFP platform.
DoubleClick’s DFP tool is a hosted, advertising serving and management solution that helps web publishers efficiently manage, serve and report on online ads to monetize their content and increase revenues. DFP gives web publishers a more comprehensive picture of ad inventory across their network, including the revenue it is producing and the revenue it could produce, allowing them to maximize current and future sales.
AOL Media Networks already uses multiple DoubleClick products including data management, email deployment, and campaign management, as well as search marketing and affiliate marketing through Performics, a division of DoubleClick.
Says AOL Media Networks President Mike Kelly, “AOL is committed to offering our customers the best ideas and most effective interactive solutions. On the heels of our acquisition of Advertising.com last summer which brought the leading provider of results-based interactive marketing together with America Online, our new relationship with DoubleClick gives AOL a real edge in the ad market. With the brand name expertise of both DoubleClick and Advertising.com in our corner, we will have what nobody else has - absolutely state of the art ad serving and optimization.”
“We are thrilled to help AOL manage their vast online ad inventory which plays a significant role in many advertisers’ media buys,” said 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.”
DoubleClick will discuss the anticipated financial impact of this agreement during its first quarter earnings call scheduled for April 21, 2005.
DoubleClick (NASDAQ: DCLK) is the leading provider of solutions for advertising agencies, marketers and web publishers to plan, execute and analyze their marketing programs. DoubleClick’s marketing solutions – online advertising, search engine marketing, affiliate marketing, email marketing, database marketing, data management and marketing resource management – help clients yield the highest return on their marketing dollar. In addition, the company’s marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world.
About AOL Media Networks
AOL Media Networks integrates in one organization ad sales, commerce and search inventory across America Online Inc.'s entire network of broadband, dialup, messaging, wireless, new content and web-based properties. This integration is intended to unlock the potential of this expanding and increasingly diverse inventory by making it easier for marketers to reach the Company's audience base across these properties in a more effective and targeted way. AOL Media Networks also oversees the marketing of AOL’s portfolio of web brands.
About America Online
America Online, Inc. (NYSE: TWX) is a wholly owned subsidiary of Time Warner Inc. Based in Dulles, Virginia, America Online is the world's leader in interactive services, Web brands, Internet technologies and e-commerce services.
* comScore Media Metrix, February 2005
Note: This press release includes forward-looking statements, including the schedule for implementation of the DFP product across all AOL brands and the expected benefits of this relationship. The results or events predicted in these statements may vary materially from actual future events or results. Factors that could cause actual events or results to differ from anticipated events or results include: operational challenges, failure to meet development and implementation schedules and delays in integrating products and services. In addition, for additional risks that may affect DoubleClick Inc., see the documents which DoubleClick Inc. files from time to time with the Securities and Exchange Commission, including DoubleClick Inc.’s most recent reports on Form 10-K and Form 10-Q. In addition, any forward-looking statements represent each company's estimates only as of today and should not be relied upon as representing either company's estimates as of any subsequent date. While either company may elect to update forward-looking statements at some point in the future, it may choose not to do so, even if the company's estimates change.
AxiCom (for DoubleClick)
020 8392 4077
Published on: 12:00AM on 11th April 2005