DoubleClick unveils plans for new publisher solution that will expand inventory, extend reach and grow revenue
As new web sites continue to emerge at a rapid pace, publishers are faced with fragmentation of audience and traffic. To meet this need, DoubleClick has created a new team focused on providing technology and services dedicated to addressing media fragmentation. This team will focus on creating solutions for publishers to enable them to scale their business by growing the inventory they have available to sell through working with partner sites. The initial solution, planned to launch in the second half of 2008, will provide a new partner management platform for publishers.
To help publishers grow revenues by making it easier to aggregate and sell inventory, the new partner management solution will enable DoubleClick clients to build their own vertical networks integrated with DART for Publishers or DART Enterprise. As part of DoubleClickâ€™s Revenue Center, the companyâ€™s comprehensive suite of solutions for media sellers, the solution will seamlessly combine tools for network management and financial reporting with a full-featured portal for partner sites, providing a powerful network management solution for premium publishers and networks.
The solution will help clients aggregate partner inventory into their existing pool. They will have the ability to determine how they want to sell each impression, either through direct sales on a premium basis, or through indirect sales channels, such as ad networks or exchanges like the DoubleClick Advertising Exchange.