DoubleClick Mobile, DoubleClick’s new mobile ad serving solution, integrates the fast growing mobile advertising channel into existing ad sales and ad operations.

NEW YORK, September 24, 2007 – DoubleClick Inc., a premier provider of digital marketing technology and services, today announced the launch of DoubleClick Mobile, a new solution for media companies to extend their digital advertising business to mobile. The solution integrates the operational processes for scheduling, targeting, selecting and delivering ads on mobile web pages with that of existing digital channels. As a result, media companies can now use DoubleClick’s publisher solutions to sell and manage inventory across online display, rich media, video and mobile.

The integration of DoubleClick Mobile with DoubleClick’s DART for Publishers (DFP) platform means everyone involved in managing digital advertising campaigns -- ad sales staff, ad operations staff, account managers, traffickers, metrics analysts, campaign specialists and others -- can easily support mobile advertising responsibilities within their current role. Across roles and responsibilities in a publishing organisation, the familiar DART interface makes managing mobile campaigns as simple as managing any other type of campaign. For example traffickers upload mobile creatives, set the duration of mobile campaigns and designate targeting criteria much as they would for a rich media or display campaign.

DoubleClick enters the market with a solution that meets mobile-specific needs including:
• Automatic ad selection matches mobile ads to the screen size and capabilities of each device, ensuring that the ad with the best fit is delivered
• New mobile ad formats bring combination ads, road blocked ads and jump pages to mobile devices
• Third party impression tracking provides agencies access to performance data within their own analytics systems
• Device preview enables viewing ads on virtual handsets before the ad goes live
• Powerful handset capability targeting to serve ads to devices with specific capabilities

“Publishers are starting to see mobile as an exciting revenue growth area as budgets move from experimental to mainstream. Our clients want to take on this opportunity and sell mobile display advertising directly,” said Ari Paparo, DoubleClick’s vice president of rich media and emerging technologies. “As media companies begin to offer integrated digital ad packages to advertisers that include online display, rich media, video and mobile, everyone wins. The launch of DoubleClick Mobile marks an important step in bringing mobile into the mainstream digital advertising ecosystem.” Ari Paparo will be in London on the morning of Wednesday September 26 for interviews.

“Being the first organisation to implement DoubleClick Mobile, we believe that 2008 is going to be the year that monetising mobile channels through an ad-supported models becomes a strategic priority for our customers,” said Heleen van Oord, Managing Partner of DQ&A. “We're excited by DoubleClick’s ability to couple their understanding of digital marketing with the unique needs of mobile."

For more information about DoubleClick Mobile, look for DoubleClick at the following industry events:

• September 26 – 27, ad:tech, Stand 236

• September 25-26, OMD, Stand 10 A14
• September 26, 10:30am CET @ OMD in Dusseldorf, “Rich Media and Emerging Technologies”

About DoubleClick Inc.
DoubleClick is a provider of digital marketing technology and services. The world's top marketers, publishers and agencies utilise DoubleClick's expertise in ad serving, rich media, video and search marketing to help them make the most of the digital medium. From its position at the nerve centre of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. Headquartered in New York, and with 17 offices and development hubs and 15 data centres worldwide, the company employs more than 1,300 people and delivers billions of digital communications every day. Learn more at

DoubleClick press contacts:
Tony Evans: 07795 280 169

Published on: 12:00AM on 25th September 2007