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Short Take: DoubleClick updates ad targeting technology

DoubleClick has announced a new feature for its ad targeting technology, dubbed DART. The new technology aggregates information volunteered by users in a site's database against DoubleClick's other targeting criteria, such as company name and geographic location. The demographics-based delivery is designed to allow sites to sell more directed Net advertising, the company said.

DoubleClick has announced a new feature for its ad targeting technology, dubbed DART. The new technology aggregates information volunteered by users in a site's database against DoubleClick's other targeting criteria, such as company name and geographic location. The demographics-based delivery is designed to allow sites to sell more directed Net advertising, the company said.