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DoubleClick upgrades ad manager

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.

Stefanie Olsen Staff writer, CNET News
Stefanie Olsen covers technology and science.
Stefanie Olsen
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.