The directory, which currently includes 7,000 websites, including properties owned by AOL, Yahoo, MSN, Business Week Online, ZiffDavis and Red Herring, enables sites to publish relevant and reliable information, including types of media accepted, audience reach and contact information. All sites will be listed as non-certified, certified, category listed or premium category listed.
Websites will have the ability to update information in real-time and will be able to distribute their name, capabilities and special offers through a single point of entry to advertisers and agencies.
For advertisers, DoubleClick says, the new offering should improve the efficiency of planning online media campaigns by providing a single source of information, as well as affording advertisers the opportunity to take advantage of special media deals and ensures they have the most up-to-date technical and qualitative information on top sites before planning campaigns. Advertisers and agencies will be able to opt-in to receive emails updating them, in real-time, on media offers and promotions.
Site Directory will also integrate third party data from external sources including @Plan and ComScore in the near future. Site Directory is currently available to DoubleClick's DART for Advertiser customers. Early next year, DoubleClick plans to offer the service as a stand-alone product to all advertisers and agencies.
DoubleClick is also integrating this planning tool with other DoubleClick solutions including the recently acquired media planning tool Adgility, to further streamline media planning and buying for agencies, marketers and publishers.