DoubleClick News

DOUBLECLICK BRINGS MOBILE ADVERTISING INTO THE DIGITAL ADVERTISING MAINSTREAM

DoubleClick Mobile, DoubleClick’s new mobile ad serving solution, integrates the fast growing mobile advertising channel into existing ad sales and ad operations

NEW YORK, 9/24/2007 - DoubleClick Inc., the premier provider of digital marketing technology and services, today announced the launch of DoubleClick Mobile, a new solution for media companies to extend their digital advertising business to mobile. The solution integrates the operational processes for scheduling, targeting, selecting and delivering ads on mobile web pages with that of existing digital channels. As a result, media companies can now use DoubleClick’s publisher solutions to sell and manage inventory across online display, rich media, video and mobile.

The integration of DoubleClick Mobile with DoubleClick’s DART for Publishers (DFP) platform means everyone involved in managing digital advertising campaigns -- ad sales staff, ad operations staff, account managers, traffickers, metrics analysts, campaign specialists and others -- can easily support mobile advertising responsibilities within their current role. Across roles and responsibilities in a publishing organization, the familiar DART interface makes managing mobile campaigns as simple as managing any other type of campaign. For example traffickers upload mobile creatives, set the duration of mobile campaigns and designate targeting criteria much as they would for a rich media or display campaign.

DoubleClick enters the market with a solution that meets mobile-specific needs including:

• Automatic ad selection matches mobile ads to the screen size and capabilities of each device, ensuring that the ad with the best fit is delivered
• New mobile ad formats bring combination ads, road blocked ads and jump pages to mobile devices
• Third party impression tracking provides agencies access to performance data within their own analytics systems
• Device preview enables viewing ads on virtual handsets before the ad goes live
• Powerful handset capability targeting to serve ads to devices with specific capabilities

“Publishers are starting to see mobile as an exciting revenue growth area as budgets move from experimental to mainstream. Our clients want to take on this opportunity and sell mobile display advertising directly,” said Ari Paparo, DoubleClick’s vice president of rich media and emerging technologies. “As media companies begin to offer integrated digital ad packages to advertisers that include online display, rich media, video and mobile, everyone wins. The launch of DoubleClick Mobile marks an important step in bringing mobile into the mainstream digital advertising ecosystem.”

DQ&A, a European leader of ad operations, operates in six countries and manages the entire operational process of online media campaigns for its customers. Heleen van Oord, Managing Partner of DQ&A, said, “Being the first organization to implement DoubleClick Mobile, we believe that 2008 is going to be the year that monetizing mobile channels through an ad-supported model becomes a strategic priority for our customers. We're excited by DoubleClick’s ability to couple their understanding of digital marketing with the unique needs of mobile.”

For more information about DoubleClick Mobile, look for DoubleClick at the following industry events:

New York

• September 24-25, OMMA East, Stand 102-104
• September 24, 2:00pm ET @ IAB Mixx in New York, “Managing Mobile Advertising Sales”
• September 25, 3:15pm ET @ OMMA East in New York, “Help, Advertisers Want to Buy My Mobile Inventory”
• September 26, 11:30am ET @ AdMonsters in New York, “Platinum Sponsor Workshop”

• September 25-26, OMD, Stand 10 A14
• September 26, 10:30am CET @ OMD in Dusseldorf, “Rich Media and Emerging Technologies”

• September 26 – 27, ad:tech, Stand 236

About DoubleClick Inc.
DoubleClick is a provider of digital marketing technology and services. The world's top marketers, publishers and agencies utilize DoubleClick's expertise in ad serving, rich media, video, search and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. Headquartered in New York, and with 17 offices and development hubs and 15 data centers worldwide, the company employs more than 1,300 people and delivers billions of digital communications every day. Learn more at www.doubleclick.com.