DoubleClick Announces Google API Compliance for DART Search

March 28, 2007; 01:41 AM
DoubleClick announced today that their DART Search^SM application is compliant with Google’s AdWords API terms and conditions. Through the AdWords API program, DART Search provides agencies and advertisers with improved options and flexibility by offering additional campaign management tools and functionality.

DoubleClick’s DART Search application (http://www.doubleclick.com/us/products/dart_search/) is a complete search engine marketing technology solution providing clients with robust keyword management, bid management and reporting tools. Built on DoubleClick’s proprietary DART® platform, the industry leading ad management platform, DART Search enables clients to manage the execution of their paid search campaigns and creates efficiencies by allowing clients to track display, rich media and search advertising in one centralized location when using DoubleClick’s DART for Advertisers.

DART Search, which powers DoubleClick’s full-service Performics® search offering and is also offered as a self-service solution, currently leverages Google’s AdWords API to offer a variety of other features to search engine marketing agencies and advertisers. For example, DART Search loads actual search engine performance data such as impressions, clicks and click costs for reporting and automated bid management. DART Search supports Google’s Quality Score by notifying users when keywords are not being served due to a low minimum cost-per-click (CPC). In addition, DART Search delivers email notifications to users when submitted ads have not met the AdWords editorial guidelines.

Performics, the country's largest Search Engine Marketing firm (Source: JupiterResearch 2006 Search Engine Marketing Agency Constellation) and the performance marketing division of DoubleClick is the largest worldwide user of the DART Search technology.

“We are delighted that DART Search is compliant with Google’s AdWords API. This means even more value and flexibility for users of DART Search,” said Stuart Larkins, vice president of Search at Performics. “Performics’ relationships with search engines such as Google are a major benefit to our clients and offer unparalleled access to emerging technologies and high-growth opportunities. Integration with Google’s AdWords API represents just such an opportunity and allows clients to take advantage of the additional features and functionality of the Google offering.”

In order to comply with the Google AdWords API terms and conditions, DART Search added several enhanced features, including:

• Geo-Targeting – Advertisers using DART Search can set their ads to appear when customers are searching for results in (or located near) the regional areas or cities selected. This is an enhancement to the country targeting options previously available in DART Search.
• Negative Keywords – The negative keywords feature allows advertisers to develop a better targeted keyword list ensuring that more relevant ads are displayed.
• Content Targeting enhancements – Advertisers can create separate content targeting campaigns as well as bid separately on content targeting traffic.
• Site Targeting (beta) – Advertisers using DART Search can set up site-targeted campaigns in addition to keyword-targeting campaigns. Site Targeting is designed for advertisers who want to place their ads on specific content sites within the Google network.
• Image Ads (beta) – The new image ads feature provides an option to upload image ads (including Adobe Flash files) through DART Search to be displayed on content sites within the Google network through site-targeting campaigns or keyword-targeting campaigns.

Compliance with Google AdWords API terms and conditions means DART Search is now tightly integrated with Google AdWords, providing additional Google campaign functionality for search engine marketing.

About DoubleClick

Since 1996, DoubleClick has empowered the original thinkers and leaders in the digital advertising industry to deliver on the promise of the rich possibilities of our medium. Today, the company’s DART and Performics divisions power the online advertising marketplace. Tomorrow, we will continue to enable clients to profit from opportunities across all digital advertising channels as consumers worldwide embrace them.

DoubleClick has global headquarters in New York City and maintains 16 offices around the world to serve its more than 1500 clients.

About Performics

Performics is the performance marketing division of DoubleClick, which provides technology and services that empower marketers, agencies and Web publishers to work together successfully and profit from their digital marketing investments. Our focus on innovation, reliability and insight enables clients to improve productivity and results.

DoubleClick, DART Search and Performics are trademarks, registered trademarks or service marks of DoubleClick Inc. in the United States and other countries. Other trademarks are the property of their respective owners.