DoubleClick Ads Go Mobile

DoubleClick Inc. today announced the launch of
DoubleClick Mobile, a new solution for media companies to extend their digital
advertising business to mobile. Publishers can sell and manage mobile ads with the same service used for
distributing Net ads, matching ads to content and screen size.

DoubleClick is in the process of being acquired by Google but it has not be approved by the FCC yet.


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, 9/24/2007 - DoubleClick Inc., the 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
organization, 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."

DQ&A, a European leader of ad operations, operates in six countries and
manages the entire operational process of online media campaigns for its
customers. Heleen van Oord, Managing Partner of DQ&A, said, "Being the first
organization to implement DoubleClick Mobile, we believe that 2008 is going to
be the year that monetizing mobile channels through an ad-supported model
becomes a strategic priority for our customers. We're excited by DoubleClick's
ability to couple their understanding of digital marketing with the unique needs
of mobile."