Breaking News;DoubleClick introduces network for small sites.(Brief Article)

Advertising Age, January, 2000

DoubleClick today announces Sonar Network, an ad network of unbranded small and mid-size Web sites. The DoubleClick Network, which includes larger branded sites, will remain separate. Sonar Network, which will have its own sales staff, will not carry the DoubleClick name to avoid diluting DoubleClick's reputation as a network of premium brands, said Andy Jacobson, VP-general manager of Sonar Network.

Sonar, which is like CMGI's Flycast Communications network of unbranded smaller sites, will be priced on a cost-per-thousand-impressions model. Network sites, which are organized into vertical categories, can have exclusive or non-exclusive deals with Sonar. Mr. Jacobson said 87 sites have signed on so far.

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