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NEW YORK DoubleClick introduced DART Search, a marketing management and tracking tool that allows agencies to monitor their search and display Web ad campaigns together.
The search-tracking tool is built from DoubleClick’s acquisition of Performics in May 2004. DoubleClick has integrated the platform, which can be used to manage keyword bids and track results with DART for Advertisers, the system many advertisers and agencies use to monitor their display Web media campaigns.
“We’ve seen agencies typically are managing them separately,” said Dave Fall, senior director of product management at New York-based DoubleClick.
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