REP SHOPS FOR THE WEB
By Adnews Staff
An advertising and public relations agency is setting itself up to be a rep shop for the World Wide Web. Poppe Tyson, a division of Bozelle Jacobs, Kenyon & Eckhardt, has set up DoubleClick <http://www.doubleclick.net> as a test on a number of sites, with the intention of going fully operational in April. Poppe Tyson is merging its DoubleClick ad sales subsidiary with Internet Advertising Network to form DoubleClick, Inc. The agency says in a release that this will be "the first comprehensive advertising buying network on the Internet." DoubleClick currently represents Netscape and Excite! and is aiming for 200 client sites by the end of the year. The company says it will offer advertisers the ability to customize and target ads to specific users, and to measure results.