Cox Interactive Licenses DART from DoubleClick

Atlanta-based Cox Interactive Media (CIM) signed an agreement with DoubleClick Inc. to implement the latter’s DART (Dynamic Advertising Reporting and Targeting) service technology for targeting and reporting online advertising.

“DART gives CIM additional resources to boost our advertisers’ targeting and tracking capabilities,” said Debbie Craig, vice president of sales at CIM. “Brand advertisers as well as direct marketers cannot afford to fly blind.

“Targeting capabilities are becoming increasingly important for national advertisers, and this agreement represents our commitment to best serve the advertisers that support us,” said Dave Hills, vice president, Cox Interactive Sales.

DART was customized specifically for CIMnet, CIM’s national network of city, regional, and national brands. CIM’s local, regional, and national sales force will offer DART to advertisers to pinpoint targets, control reach, determine frequency, and provide verifiable measurements. Financial details were not disclosed.

Other technologies that are available to CIM as part of the agreement include Spotlight, a service for tracking user activity beyond the banner; ClickBoosters, for automated placement of banners on those Web site pages most likely to generate the highest response rates; and Syndicate, a program that will allow CIM to manage co-branded sites and partnerships.