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DoubleClick adds DM capabilities;Sonar Network sells banner ads to marketers that want to reach specialized web audiences .(Brief Article)(Statistical Data Included)
B to B, March, 2000 by FROOK, JOHN EVAN
The Internet's dominant ad-serving network is out to become its dominant direct marketing service.
DoubleClick Inc., New York, has debuted a service that sells banner advertising to marketers looking for low costs per measure on highly targeted sites. Called Sonar Network, it marks a dramatic departure for DoubleClick, which has focused on high-traffic sites.
"We think this is a great product for direct marketers," said Andy Jacobson, Sonar Network VP-general manager. "After all, the key things they are looking for are targeting, optimization and cost."
DoubleClick is far from the first in this arena. Sonar Network stands to compete with such stalwarts in low-cost, targeted Internet advertising as 24/7 Media's ContentZone, New York; B2BWorks,...
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