DoubleClick is throwing its weight behind advertisements that weave audio and video into a message through improvements in its ad-delivery and management technology, Dart. The New York-based company, which runs a network of advertisers and sells the technology to deliver the ads, says it has upgraded Dart to help marketers serve, traffic and report on rich media advertisements over the Internet. Among the improvements, DoubleClick expanded Dart's capacity to deliver ads with large file sizes, up to 100K, based on increased bandwidth often necessary for rich media ads using Macromedia Flash or Dynamic HTML. The company also made it simpler for advertisers to traffic and report on interstitial ads, or messages timed to display before content, an increasingly popular format as publishers struggle to appease advertisers during economic woes.
In addition, DoubleClick created a certification program for companies selling rich media technology to advertisers and agencies using its Dart system. The program would help ensure that the specific rich media technology meets minimum standards such as whether it can be served by Dart.