DoubleClick Launches New Advertising Network; Sonar Network to be a Mass-Reach, Value-Oriented Network

Business Wire, Jan 31, 2000

Business, Technology, Advertising &Media Editors

NEW YORK--(BUSINESS WIRE)--Jan. 31, 2000

DoubleClick Inc. (Nasdaq: DCLK), the industry's leading Internet advertising solutions company, today announced it has launched a new network called the Sonar Network. DoubleClick's Sonar Network will be a mass-reach, value-oriented Network offering sites and advertisers DART's targeting capabilities. This new initiative complements the four-year-old DoubleClick Network, a collection of premium Web sites.

The Sonar Network is segmented into 16 niche categories comprised of sites that have a minimum of 100,000 ad impressions monthly. Inventory from the Sonar Network will be sold by a dedicated sales force, separate from the DoubleClick Network. Thus far, Sonar has 87 sites in its network with 1 billion committed ad impressions. Currently, sites in the Sonar Network include Air &Space Smithsonian Magazine, ObjectSoft, 3D Stock Charts, APB Online, Spree.com, PIIQ.com, AuctionWatch, eFax.com and Virtualcountries.com.

&uot;With the launch of the Sonar Network, DoubleClick has rounded out its media offerings for both Web publishers and advertisers,&uot; said Andy Jacobson, Vice President and General Manager of Sonar Network. &uot;The addition of Sonar allows us to offer clients of all sizes the most compelling media solution in the industry.&uot;

The Sonar Network offers sites the ability to maximize revenue through multiple sales channels such as DoubleClick's Local, Email, and E-Commerce solutions. By aggregating the sites into niche categories with similar content from related sites, Sonar increases the value of their inventory. Sites in this network have the ability to work with Sonar on either an exclusive or non-exclusive relationship.

The new media solution meets the needs of advertisers who are seeking efficient reach using the finest targeting capabilities available across a diverse array of content. The Sonar Network will be priced on a cost-per-thousand (CPM) model. In addition, the new network offers DoubleClick's DART targeting capabilities. Current advertisers include Mail.com, FreeLotto, RocketLinks and @Backup.

About Sonar Network

Advertisers and publishers looking for more information on the Sonar Network can visit www.sonarnetwork.com of call 212.655.SONAR.

About DoubleClick

DoubleClick Inc. (www.doubleclick.net) is a leading provider of comprehensive global Internet advertising solutions for marketers and Web publishers. Combining technology, media and data expertise, DoubleClick centralizes planning, execution, control, tracking and reporting for online media campaigns. Abacus Direct, a division of DoubleClick Inc., manages the Abacus Alliance, the nation's largest proprietary database of consumer buying behavior used for target marketing purposes on the Internet and through direct mail. DoubleClick Inc. has Global headquarters in New York City and maintains over 30 offices around the world.