DoubleClick brokers e-mail technology

DoubleClick, an advertising technology company, on Tuesday began selling Web-based tools that help businesses manage and broker e-mail lists, in a move to expand its direct marketing services. The New York-based company launched DARTmail ListDriver, a product based on technology developed for its earlier list management business. DoubleClick sold the business in March to Internet direct marketer Walter Karl, which acquired more than 40 million opt-in e-mail addresses with the purchase. DoubleClick parsed out the management tools for brokering e-mail lists into a separate service, with Walter Karl and online ad agency MaxWorldwide as customers. The technology allows companies to better target marketing messages to e-mail names contained within opt-in lists, among other features.

DARTmail, DoubleClick's chief e-mail product, helps companies manage and send e-mail campaigns directly to their customers. Companies using DARTmail include J. Crew and Staples.