DoubleClick Updates Ad-Serving Software

DoubleClick on Tuesday announced the release of an updated version of its ad-serving software with faster log processing and better inventory management.

The New York-based ad technology company said DART Enterprise 5.1 has a number of tweaks that give publishers a more scalable and cheaper system. The biggest change is log processing five times faster than before, meaning it will eat up less bandwidth while increasing data delivery. In addition, DART Enterprise 5.1 offers a buffed-up inventory-tracking system, which DoubleClick said allows publishers to better manage their available ad space. The software also includes enhanced dayparting options, as publishers try to tap into this growing area of online advertising. DoubleClick made other improvements designed to speed up the ad-serving process.

“With DART Enterprise 5.1, DoubleClick delivers a much more scalable platform that gives the customer the power to maximize revenue, streamline processes, and lower operating costs,” said Doug Knopper, DoubleClick’s vice president and general manager of online ad solutions.

DART Enterprise 5.1 also includes more customization options in an integrated reporting engine, allowing publishers to create reports on complex online and offline campaigns.

The update follows on DoubleClick’s last major upgrade to DART in March 2002, when it rebranded its AdServer product. DoubleClick said online publishers WebMD, Lycos Europe, and Focus have signed on to use the revised platform.

DoubleClick is better known for its hosted ad-serving platform, DART for Publishers. It acquired AdServer in its July 1999 acquisition of NetGravity. Together, the two products serve nearly 900 publishers, according to the company.