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DoubleClick: Digital Advertising

New York, NY, 4/24/2006 - DoubleClick, a leading provider of digital advertising technologies and services, today announced the North American launch of DART Adapt for publishers, an innovative optimization solution designed to maximize the performance of online advertising campaigns. DART Adapt combines sophisticated modeling and adaptive technology to dynamically optimize campaigns, enabling publishers to increase their return on inventory while helping their advertisers to reach their campaign objectives. DART Adapt-enabled publishers can gain competitive advantage in serving advertisers, by automatically matching ads with the audience that will deliver the greatest return for either branding or direct response goals at any given moment in time.

“Optimization is an important emerging area of the online advertising market, bringing science and algorithms to the medium to help generate the best possible performance,” said David Rosenblatt, CEO, DoubleClick. “By building a breakthrough solution that leverages the industry-standard DART platform, DoubleClick is uniquely positioned to provide both publishers and advertisers with the means to get the most return from their online advertising investments.”

“DART Adapt has allowed our clients to extract greater value from their online campaigns,” said Benjamin Reid, Vice President of Sales Operations at About.com, a top 10 Web site and the leading online source for practical consumer information and advice. “DART Adapt is a potent tool that works out of the box with my existing business. It puts the power of some very advanced algorithms in my team’s hands and drives even greater efficiency.”

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