DoubleClick and Digital Envoy have joined forces to offer localized content to be served to Web site users for targeted branding and acquisition campaigns. Digital Envoy will supply DoubleClick's
industry ad serving products - DART for Publishers, DART for Advertisers, and DART Enterprise - with its IP based geo-targeting data, allowing DoubleClick to provide its clients with advanced
geographical targeting capabilities in their online campaigns. Digital Envoy can target anonymous users based on continent, country, state, county, city or township, postal code, area code, ISP,
domain and time zone. Later in the year, DoubleClick will expand the functionality of its ad serving products with the addition of both bandwidth-targeting and DMA-targeting.
In other
DoubleClick news, the company has completed its acquisition of SmartPath, Inc, a privately-held Marketing Resource Management (MRM) software company.