• by Wendy Davis  @wendyndavis, October 12, 2004

DoubleClick Monday unveiled another round of revisions to DART, its system for measuring online campaigns. The changes, which stem from customer requests, make it easier for advertisers and publishers to collect a variety of information in a single report, said Doug Knopper, senior vice president-ad management.

For example, publishers can now generate a report that examines the difference between inventory that was booked and that which was actually sold. In the past, said Knopper, publishers who could track such information "had to do it in a very manual fashion."

Marketers and ad agencies also can now, in one report, look at results for the slightly different creative spots of a single campaign.

DoubleClick began testing its new features Sept. 11, said a company spokeswoman. The frequently tweaks its ad measuring program, but the revisions announced today account for the largest release of new features in one swoop since January, said Knopper.