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DoubleClick licenses geo-targeting tech

The Net advertising company licenses Digital Envoy's geography-targeting technology to better serve Web ads by surfers' physical location.

Stefanie Olsen
DoubleClick said Monday that it licensed technology from Digital Envoy to target Web ads by visitors' physical location. Terms of the deal were not disclosed. Under the agreement, Norcross, Ga.-based Digital Envoy will provide geo-targeting data to DoubleClick's suite of ad-serving tools: Dart for Publishers, Dart for Advertisers and Dart Enterprise.

The technology, NetAcuity, will be coupled with New York-based DoubleClick's own targeting capabilities to give it greater access to Web surfers' locations worldwide, according to Doug Knopper, general manager of advertiser and publisher solutions at DoubleClick. Seperately, DoubleClick finalized its acquisition of SmartPath, a North Carolina-based marketing resource management software company.