DoubleClick's Sonar Network Signs 300 New Sites and Adds 193 Advertisers; Sonar launches two new products for prospecting and targeting online customers

Business Wire, July 17, 2000

Business, Technology, Advertising & Media Editors

NEW YORK--(BUSINESS WIRE)--July 17, 2000

DoubleClick Inc. (Nasdaq: DCLK), the leading global Internet advertising solutions company, today announced it has signed over 300 new Web sites and has added 193 new advertisers to its Sonar Network since March.

In addition to the new sites and advertisers, the Sonar Network has announced the availability of two new products to help advertisers reach and target new prospects and customers: Sonar Sweepstakes and Sonar Intelligent Targeting InMarket Segments.

With the addition of these new clients, The Sonar Network now represents over 600 sites in exclusive and non-exclusive advertising relationships and works with over 260 advertisers. New sites include a variety of Business-to-Consumer and Business-to-Business sites: 123Greetings, Jobdirect.com, ApartmentGuide, SoulGear, Newspapers.com, Saabnet.com, and Jumpforce.com. Sonar has also forged new relationships with some of the Internet's leading advertisers like NextCard and NYToday.com (A New York Times Digital property).

"NextCard focuses its marketing efforts on finding the right customers, in the right place, at the right time," said David Schwartz, Vice President of Customer Acquisition at NextCard. "Our partnership with the Sonar Network provides us with mass reach across many different niche categories to strategically target and acquire new customers."

In response to market demands from advertisers looking to more effectively target their messages to consumers in niche markets, the Sonar Network has expanded its offerings to include 10 new vertical categories, bringing the total count to 34. The new, highly focused vertical categories include: Consumer Technology, IS/IT Professionals, Web Developers, Small Business/SOHO, Medical Professionals and Gay & Lesbians.

The Sonar Network meets the needs of advertisers who are seeking to increase their overall reach using the finest targeting capabilities available across a diverse range of content. By aggregating the sites into 34 targeted niche categories with similar content from related sites, Sonar increases the value of their inventory. Also, the Sonar Network offers a wide variety of high-level targeting choices through DoubleClick's DART (Dynamic Advertising Reporting and Targeting) ad serving technology.

"We are seeing extremely strong demand from advertisers who are looking for a leading network that can provide targeting, optimization and cost efficiencies for their online marketing efforts," said Andy Jacobson, Vice President and General Manager of the Sonar Network. "The continued expansion of the Sonar Network shows our success in helping advertisers effectively build brand awareness and drive traffic."

For advertiser's looking to increase the click-through, conversion, and ROI of their Internet advertising campaigns, the Sonar Network has launched two new products: Sonar Sweepstakes and Sonar Intelligent Targeting InMarket Segments.

Sonar Sweepstakes

The Sonar Network is now offering an innovative sweepstakes service to help businesses acquire new customers through customized online sweepstakes. The results of the sweepstakes are available to marketers in real-time. In addition, integrated direct marketing tools allow clients to launch targeted, permission-based email campaigns to entrants and track the response rates. Visit the Sonar Sweepstakes web site to learn more: http://sweepstakes.doubleclick.net.

Sonar Intelligent Targeting InMarket Segments

The Sonar Network will now offer advertisers the ability to anonymously target consumers who have searched for information on a product or service in the last seven days at the Sonar Network and participating DART sites, including major search engines. The anonymous data gathered from these different sites is segmented into 30 different categories, enabling advertisers to anonymously target relevant online audiences in the market for these particular products or services. Categories include people in-market for cars, hardware, software and financial services.

About Sonar Network

The Sonar Network is the premier mass-reach, value oriented Network offering sites and advertisers highly sophisticated targeting capabilities. The Sonar Network provides a solution for small; medium and large sites to maximize their online advertising revenue through an aggregated content environment. Sites benefit from being partnered with other sites that offer similar content, thus expanding reach and increasing inventory value. Advertisers and publishers looking for more information on the Sonar Network can visit www.sonar.com or call 212.655.SONAR.

About DoubleClick Inc.

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. DoubleClick Inc. has global headquarters in New York City and maintains over 30 offices around the world.