DoubleClick announced Wednesday that it signed the 13-million-member online community Friendster to participate in the high-volume DART for Publishers service. DART for Publishers is a hosted
advertising service aimed at helping Web publishers manage, serve, and report on online ads. This deal marks Friendster's first entrance into traditional online ads. Friendster was one of the first
social network sites on the Web, where people post profiles, connect with their friends, and then network through friends-of-friends connections. It has inspired imitators like the college
student-focused www.theFacebook.com, and the mobile phone-enabled www.Dodgeball.com.
--S.G.
