Business Services Industry
U.S. firms dominate worldwide ad networks; DoubleClick, Engage, 24/7 among those making inroads into international scene.(Brief Article)
B to B, November, 2000 by FROOK, JOHN EVAN
The international ad network race began about two years ago, when Real Media Inc.-partnered with PubliGroupe Ltd. and DoubleClick Inc.-opened the first of its 30 offices outside the U.S. Engage Inc. and 24/7 Media Inc. soon followed suit, rolling out offices in Europe and Asia at the beginning of this year.
Now, with the ad network industry in a state of flux due to layoffs and management changes, Real Media and DoubleClick will likely press their advantage as the one-stop shop for global Internet advertising.
``You can almost make the case that DoubleClick has the world covered better than any other advertising network,'' said Dana Serman, analyst with Lazard Freres & Co. L.L.C.
According to Forrester Research Inc., worldwide advertising...
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