DoubleClick Beefs Up DART System

DoubleClick Inc. is introducing a new feature for its DART technology that allows clients to deliver demographically targeted ads based on a Web site’s own database of user registration information.

DART is New York City-based DoubleClick’s proprietary ad targeting and reporting technology. Once available only to sites affiliated with the DoubleClick Network, the company recently began providing its DART Service to other sites.

The beefed up DART technology collects information, voluntarily offered by the user, in a site’s database and compares it against DoubleClick’s other targeting criteria, such as company name and geographic location. This highly targeted, demographics-based delivery is designed to allow sites to sell online advertising at a premium, the company said.

“This new feature enables our DART customers to derive greater value from their inventory,” said Kevin O’Conner, CEO of DoubleClick. “The aggregated demographic information also provides Internet advertisers with a very powerful targeted delivery system.”

Since its introduction last fall, DoubleClick DART technology has been used to serve over a billion ads, the company said.