• The ClickZ Network, Tuesday, September 25, 2007 10:30 AM

DoubleClick Mobile will integrate with DART for Publishers to provide ad trafficking and yield optimization for campaigns designed to appear on phones. DoubleClick Mobile is launching simultaneously in the U.S. and Europe, a first for a DoubleClick product. Much of the development process was handled by its European operation. Next year, the company plans to release a more comprehensive mobile ad management suite that includes tools for agencies to plan and track their mobile campaigns.

While the traffic to mobile sites is still small -- DoubleClick estimates typical impressions for major publishers are from 10 to 100 million impressions a month -- strong growth is expected. Response rates for such campaigns also tend to be very strong, though that's typical with any nascent medium. As a result, CPMs for the channel are at a premium, in the realm of $20 or more.

DoubleClick Mobile aims to bring "a lot of heavy iron" to the developing marketplace for ads on handsets. The product is capable of pairing ads with content according to the screen size and capabilities of the device being used to view them. It supports device-specific previews for each ad position and execution.

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