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In the quest to provide advertisers with insight into their audiences and the effectiveness of their ads, ad network DoubleClick, New York, and ad management system AdKnowledge, Palo Alto, Calif., this week will both introduce initiatives that provide new data to gauge return on investment.
While the new offerings in some ways mimic those provided by other rival shops, they represent a trend among media shops to provide more and better data mining technology. “We’ve had the cry going out across the wasteland of Internet advertising for ROI over the last year,” said Jim Nail, senior analyst at Cambridge, Mass.-based
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