• by Gavin O'Malley  @mp_gavin, April 20, 2007

In the wake of the Google/DoubleClick deal, aQuantive's ad technology unit Atlas has signed a global partnership deal with Media Contacts, the interactive arm of Havas.

Following a review, Atlas was chosen to provide ad serving technology services and support to Media Contacts' global network providing services to more than 400 clients -- including Dell, Nike, and Air France.

"We wanted to have options as far as services go for our clients," said Ed Montes, executive vice president and managing director at Media Contacts.

The deal, however, does not foreshadow a shift away from DoubleClick's services, Montes added.

"It does provide us some flexibility," he said, "but I can't stress enough how important a client DoubleClick is, and the fact that the workings of this deal were in place long before the DoubleClick acquisition."

Atlas will also work with Media Contacts to expand Atlas technology's integration with Artemis -- Media Contacts' proprietary data platform.

By offering third-party ad serving for the full spectrum of digital ad formats -- banners, search, rich media, in-stream video and Video on Demand -- the Atlas Digital Marketing Suite attempts to open additional avenues for improved targeting to the Media Contacts network.

"Our priority was to identify a suitable partner that would be able to support the needs and development of our network worldwide," said Yann Le Roux, senior vice president and director of operations for Global Technologies and Artemis.

"Atlas is expected to continue to expand its operations over the course of 2007," said Richard Dunmall, Senior Vice President and Managing Director of Atlas EMEA.