Bits & Bytes for October 11, 2004

DoubleClick Unveils New Ad Server Reporting

DoubleClick has improved the reporting capabilities on its DART for Advertisers (DFA) and DART for Publishers (DFP) ad serving technologies.

DoubleClick says it’s improved usability of the reporting tools in both DFA and DFP. The DFP solution now includes 22 new measurements, including zone (sub-section of a site), booked and delivered revenue, creative name and version, tile categories and discounts.

The company has also added the ability to measure post-click activity, a feature it calls Spotlight, to the publisher tool.

“In DART for Publishers, it allows the publisher to provide in-depth deep information on a campaign that ran on his site,” said Doug Knopper, senior vice president of ad management at DoubleClick.

For the publisher tool to work, an advertiser must agree to place a snippet of code on its site.

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SAP, Washington Post Team on Classifieds Software

Enterprise software player SAP unveiled a new application that lets newspaper and magazine publishers — and their online divisions — streamline the process of managing classified ads.

The SAP Classified Advertising Management tool, part of the SAP for Media suite of products, is a call center-based solution aimed at bringing together the content management and billing processes.

The application has been in testing at the Washington Post, where it is slated to go live in mid-2005. It’s expected to be available globally next year.