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DoubleClick, an online ad network, is launching today a new swap program meant to put unsold banner-ad space to work for Net publishers.
MediaMatch, the new automated service, has been in beta testing for the past month. About a dozen companies, including iVillage, NYDailyNews.com and HotJobs.com, have signed on to share house ads across eight broad content categories, including technology, sports and recreation, and women, family and health.
“It’s more for advertisers who are also publishers,” said Jonathan Heller, vp of business and product management for New York-based DoubleClick.
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