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Double Take DoubleClick has developed a computer program that links Web surfers and advertisers based on known or presumed characteristics of computer users. The New York-based interactive agency has convinced about 60 Web publishers to let it run “banner” ads on their sites on behalf of advertisers that DoubleClick signs up. The most important site in the DoubleClick network is that of Alta Vista, the least popular of the five largest Internet search engines. DoubleClick gets an undisclosed commission on any advertising it secures for its affiliates’ sites, and the agency is letting non-network Web publishers–ones that sell ads on their own–utilize the audience/advertiser matching software for a fee.
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