DART Adapt: DoubleClick’s Advanced Optimization Solution Increase Campaign Performance and Maximize Revenue with DART Adapt

How does it work?

Sophistication• : DART

Adapt uses a sophisticated

algorithm that matches ads

with the user segments

most likely to respond.

The solution is called

DART Adapt because

the algorithm allows it

to continually adapt and

improve over time.

Automation• : After activating

DART Adapt, publishers need

only click a single button to

begin optimizing campaigns.

Validation• : DART Adapt provides validation for publishers and their clients

through a built-in control group, which demonstrates the percent lift for each

optimized campaign.

How can publishers use DART Adapt?

DART Adapt has the flexibility to address the optimization needs of multiple

campaign types.

Premium Advertiser Inventory: Increase customer satisfaction with a solution

that improves campaign performance by increasing clicks and desired activities for

premium advertisers.

DART® Adapt for Publishers is DoubleClick’s highly-advanced optimization solution designed to increase campaign performance for your premium advertisers and to maximize revenue from your performance-based inventory.

Providing an unparalleled combination of sophisticated modeling, technology and consultative services, DART Adapt enables you to align ad serving with your business goals. DART Adapt is customizable, automated, adaptive and integrated with the industry’s leading third-party ad server, DART for Publishers.

BenefITS AT A GLAnCe

Increase share of wallet •with your advertisers.

Maximize revenue •from your performance-

based campaigns.

Differentiate your website.•

product

product overview

With DART Adapt’s built-in control group you and your clients will know it’s working.

non-Premium Inventory: Maximize yield from your CPC and CPA campaigns using DART Adapt’s

advanced optimization methodology. DART Adapt uses an eCPM to optimize both CPM and

performance-based campaigns in tandem, ensuring maximum profitability across all inventory types.

How can my site benefit?

Be proactive: Enjoy the benefit of continuous

optimization without any of the work. DART Adapt

helps you stay on top of optimization innovations

and deliver value to your clients proactively, ensuring

that campaign performance never becomes an issue.

Save time: Automate the optimization process —

just click one button and you’re done.

Demonstrate results: Showcase the value of your

inventory with reports that show the lift versus a

control group for each advertiser. This data can be

shared with advertisers to help demonstrate the

value of your inventory, position your company as an

innovator, and enhance client satisfaction.

Increase share of wallet: Increase differentiation from your competitors by implementing and advocating

performance optimization to your advertisers. Using optimization to help clients manage successful

campaigns serves to drive customer satisfaction, and enables you to increase share of wallet among

premium advertisers.

Maximize revenue: No matter which way you sell ads (CPC, CPM or through ad networks), DART Adapt

allows them to compete with each other on an even footing using an eCPM. By leveraging eCPM

ad selection and DART Adapt’s advanced optimization engine, you can maximize revenue for each

ad impression.

Who benefits throughout the sales cycle?

Ad sales professionals: DART Adapt improves the performance of your advertiser’s campaigns,

increasing satisfaction and loyalty, thereby raising the value of your ad inventory. DART Adapt will also give

you the flexibility and confidence to accept both CPM and performance- based deals.

Ad operations professionals: DART Adapt saves time and effort by eliminating manual processes and

empowers you to proactively optimize campaigns, with the click of a button.

Advertisers: Clients of DART Adapt enabled publishers benefit from improved campaign performance

and enhanced reporting.

Optimizing with DoubleClick

Development of an optimization solution is an extremely complex task. DoubleClick is uniquely positioned

to offer this solution because of our 10+ years of experience in developing marketing optimization

models. By leveraging resources from both our digital advertising and statistical teams, we offer

an optimization solution that combines a deep understanding of the businesses and goals of both

advertisers and publishers.

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DART Adapt: DoubleClick’s Advanced Optimization Solution Overview

DART Adapt drives results by matching ads to the users most likely to respond.

Contact Us

For more information about DoubleClick’s DART Adapt, contact your Account Manager, call us at

866-459-7606, or visit www.doubleclick.com/dartadapt.

About DoubleClick

DoubleClick is a global leader in digital marketing technology and services. From its position at the

nerve center of digital marketing, DoubleClick provides unique insights and insider knowledge no one

else can. Headquartered in New York, and with 17 offices and development hubs and 15 data centers

worldwide, the company employs more than 1000 people. Learn more at www.doubleclick.com.

US Headquarters

111 Eighth Avenue

10th Floor

New York, NY 10011

Tel: 212-683-0001

Tel: 866-683-0001 (toll free)

Fax: 212-287-1203

EMEA Headquarters

The Plaza

East Point Business Park

Clontarf, Dublin 3

Ireland

Tel: +353 1 246 0444

Fax: +353 1 246 0499

Asia Pacific Headquarters

Suite 19, Level 1

88 Cumberland Street

The Rocks,

Sydney, NSW 2000

Australia

Tel: +61 (0)2 8247 3700

Fax: +61 (0)2 8247 3701

Worldwide Network

Operations Center

12396 Grant St

Thornton, CO 80241

Tel: 303-729-5200

Tel: 866-729-5200 (toll free)

Fax: 303-729-3233

www.doubleclick.com

©2007 DoubleClick Inc. All rights reserved. DART® is a registered trademark of DoubleClick Inc.

DART Adapt: DoubleClick’s Advanced Optimization Solution Overview