DoubleClick Achieves Ad Measurement Accreditation from the Media Ratings Council

New York, NY, 8/28/2006 - DoubleClick, the premier provider of digital advertising technology and services, announced today that it has completed the Interactive Advertising Bureau (IAB) certification process and achieved ad measurement accreditation by the Media Rating Council (MRC).

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MRC accreditation certifies that DoubleClick's DART ad-serving platform -- which encompasses both DART for Advertisers and DART for Publishers -- adheres to industry standards for counting digital ad impressions. Additionally, it ensures that the operational and security practices supporting DART counting and reporting adhere to MRC standards.

The standardization of ad measurement and accreditation under the MRC ensures that clients utilizing DoubleClick’s DART for Advertisers and DART for Publishers have an accurate and real time understanding of the digital ad impressions that their online campaigns generate. Ad impression measurement standardization is crucial as marketers continue to increase spend in digital advertising.

"DoubleClick was the first company to publish a public impression counting methodology and has long been the industry leader in counting standards," said David Rosenblatt CEO, DoubleClick. "The current process standardized by the MRC moves the entire industry forward to a higher level of accuracy and accountability for impression counts. DoubleClick is proud to have participated from the beginning in the creation of these industry standards and, as a member of both the IAB and the MRC, we look forward to continuing our efforts toward the standardization and certification of all major digital marketing metrics."

“I applaud the fact that DoubleClick, a leader in digital advertising, has taken a proactive role in promoting the standardization of digital advertising measurement,” said George Ivie, Executive Director of the Media Rating Council. “Digital advertising is a medium that continues to evolve, and DoubleClick’s successful adoption of the Standards and Accreditation is a good step in moving the industry forward.”

The ad impression measurement standards were developed and finalized in November 2004 by the IAB in conjunction with DoubleClick and other members representing major online publishing and ad-serving vendors across North America, Latin America, Europe and Asia. These standards ensure that all parties adhere to a common framework for measuring ad impressions, and that proper levels of operation and control are brought to bear within each accredited organization.

Under the terms of MRC accreditation, DoubleClick provides full information to the MRC with regard to all aspects of its operations, conducts impression counting and reporting in accordance with representations to its clients and the MRC, and submits to thorough annual audits of its procedures by CPA firms engaged by the MRC.

About The Media Rating Council

The MRC is a non-profit industry association established in 1964 comprised of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC’s Minimum Standards For Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently, approximately 45 syndicated research products are audited by the MRC.

About DoubleClick

DoubleClick provides technology and services that empower marketers, agencies and web publishers to work together successfully and profit from their digital marketing investments. Our focus on innovation, reliability and insight enables clients to improve productivity and results.

Since 1996, DoubleClick has empowered the original thinkers and leaders in the digital advertising industry to deliver on the promise of the rich possibilities of our medium. Today, the company’s DART and Performics divisions power the online advertising marketplace. Tomorrow, we will continue to enable clients to profit from opportunities across all digital advertising channels as consumers worldwide embrace them.

DoubleClick has global headquarters in New York City and maintains 21 offices around the world to serve its more than 1,500 clients.