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NEW YORK AOL said it would move from in-house ad-serving technology to DoubleClick’s across its network of Internet properties.
DoubleClick’s Dart for Publishers software will be used on AOL, AOL Instant Messenger, Mapquest, CNN.com and other AOL Media Networks properties. The system is running on Mapquest now, and it will be implemented across all sites by the end of the year, according to David Rosenblatt, DoubleClick’s president.
Rosenblatt said the single ad-management system would enable AOL to design and manage complicated online ad campaigns more easily.
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