DoubleClick will offer services from advertising trafficking ASP Trafficmac through a new partnership, in an effort to boost the online ad serving giant’s DART offering by adding enhanced capabilities.
Trafficmac provides outsourced services that automate publishers’ advertising operations — such as creative testing, ad server configuration and targeting instructions. For advertisers and agencies, the company’s tools optimize campaigns and can adjust them to resolve ad delivery discrepancies.
The result, according to the company, is more advanced management tools than those offered by the ad servers, and lower costs for clients. For DoubleClick, the arrangement is aimed at making DART a more indispensable (and sought-after) service for Web publishers.
“Trafficmac … allows our current DART customers further options in outsourcing their trafficking needs,” said Aaron Mittman, vice president of publisher sales at DoubleClick’s TechSolutions unit.
He added that the partnership signified DART 5’s expandability and versatility — key selling points for the service, the newest version of which features an upgradeable modular design and XML implementation.
Meanwhile, Trafficmac stands to benefit by nabbing the industry’s leader as a channel for its services.
“DoubleClick’s viability, infrastructure, and unsurpassed ability to offer its clients the industry’s best long-term options for end-to-end marketing solutions is self-evident,” said Trafficmac chief executive Lorne Brown. “We are excited and proud to offer our trafficking solution to DoubleClick’s customers and look forward to working with them to deliver an increasingly efficient and streamlined online marketing solution.”
Additionally, Trafficmac will resell DART to certain customers — which Brown said would help smaller publishers better handle their ad operations, by outsourcing trafficking as well as serving.
“This is huge for the online ad serving and ad trafficking industry,” he added. “Small sites now have options if they want DART.”
