New York-based DoubleClick sells technology to manage, track and deliver Web advertisements and e-mail promotions. With the acquisition of Chicago-based Performics, it plans to offer advertisers added tools to manage marketing campaigns conducted with search engines, an industry expected to be worth up to $2.1 billion in 2004. In addition, it will provide software to analyze affiliate-marketing campaigns using Performics technology...
The Performics product will enable DoubleClick to offer a product that meets large advertisers' need for software to simplify the running of multiple ad campaigns on search engines. Marketers typically bid for hundreds or thousands of keywords on search engines such as Google and Yahoo to appear in query results for those terms. Keeping tabs on bid amounts and the effectiveness of any given keyword is the specialty of Performics' software.
After the deal closes, DoubleClick will offer a new product called DART Search, which will be integrated with its existing ad-management and ad-reporting tools for marketers"
posted by Jen @ 4:55 AM
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