Internet advertising company DoubleClick has introduced an improved ad management technology for publishers and marketers. Dart 5 builds on New
York-based DoubleClick's ad-serving technology Dart, which allows publishers to serve, plan, target and report Internet advertising.
The technology incorporates a new interface, which was known to be clunky on previous versions. It is also easier to use. For example, advertisers can create more in-depth custom reports on consumer shopping habits after clicking on a banner without having to request them from DoubleClick. The ad company also introduced a technology for wireless advertising called mDart. As a privacy precaution, the mobile technology has a built-in mechanism that will block personal information such as a consumer's phone number from being sent to the company.