DoubleClick, a seller of online advertising and the technology to deliver those ads, is steamrolling its way into streaming ads via the Net. On Monday it announced a deal with iBeam Broadcasting, which delivers ads sewn into video or audio on the Web. Financial terms of the deal were not disclosed. DoubleClick also said that its streaming ad technology--an iteration of its Dart ad-serving technology--is being used by such major Web publishers as music site Launch.com and the World Wrestling Federation.
With ad streaming, people who listen to online broadcasts can hear a commercial between the songs being played. Unlike banner ads, the commercials are streamed via audio and can be targeted to groups based on age, location, gender and personal interests.