• September 6, 2001

DoubleClick Inc. today announced that it has purchased a media planning technology from Adgile Interactive, a San Francisco-based interactive media agency focused exclusively on online media buying and planning for clients that include Palm Computing, Progressive Auto Insurance, Listen.com, Uproar and Looksmart.

The technology, known as Adgility, is a web-based software application developed by Adgile to automate the planning, buying and trafficking process for agencies and advertisers. This tool enables agencies to search through a comprehensive site database, send out request for proposals (RFP), issue insertion orders, and generate campaign media plans and snapshots. Most importantly, company officials say, the technology simplifies the time consuming and cumbersome RFP process by eliminating needless data entry and manual contract management.

According to the announcement, Adgile's technology provides DoubleClick with a platform on which to integrate planning, serving and reporting solutions and make digital marketing as easy, efficient and effective as offline mediums. As a first step, DoubleClick plans to link this technology with its DART for Advertisers product, the ad management system reportedly used by the Top 10 global advertising agencies. DoubleClick says this will provide significant process efficiencies in the time consuming process of trafficking online campaigns. Further integration with other DoubleClick tools, like @plan, will create an end-to-end media planning solution for online digital marketers, officials hope.

David Rosenblatt, President of Technology, Data, and Research at DoubleClick said this acquisition forms the foundation for DoubleClick to build an "end-to-end media planning solution that ties together DoubleClick's leading ad management technology with its suite of online research tools, providing marketers with a integrated solution to plan, serve, analyze and optimize their online marketing campaigns."

Financial terms of the deal were not disclosed.