DoubleClick Snares New Ad Serving Clients

DoubleClick Inc. on Tuesday trumpeted the wins of two new clients for its DART ad serving technology — former Adforce customers Uproar and IPO.com.

These new clients, who have both signed three-year deals with DoubleClick, will use DART for Publishers to manage their online advertising business. The announcement comes on the heels of a similar agreement with Sony Digital Pictures Entertainment, which has committed to a two-year exclusive engagement.

Uproar, whose entertainment properties include Family Feud, Puzzle a-Go-Go, Trivia Blitz and 13 international sites, account for one billion ad impressions a quarter. IPO.com is a content site for investors interested in initial public offerings, private placements and emerging growth companies.

“DART is a good fit for us because its ad management infrastructure will help us meet our advertising demands,” said David Roberts, chief technology officer and co-founder of IPO.com.

“DART assures us that we’ll be able to better control our inventory and leverage the technology for precision targeting and analysis. By taking advantage of these capabilities, we can meet advertiser needs and increase site revenues.”