DOUBLECLICK GOES DIRECT
By Adnews Staff
DoubleClick Inc. of New York is now providing Web marketing opportunities for direct response advertisers. The Internet advertising company has set up a new division called DoubleClick Direct. Under the plan, marketers can generate leads and order on the Internet, based on a cost-per-action model. Four options are provided: cost-per-click, cost-per-lead, cost-per-sale and cost-per-download. Run rates are uncapped and limted only by the advertiser's budget. The ads will automatically be delivered to pages where they will see the highest results, according to a company release. Sites can allocate some or all of their available pages and can change those allocations as often as they like. Ads can be targeted by advertiser-specified affinity groups and keyword clusters. DoubleClick is a marketing company for the World Wide Web.