New York, NY, 8/5/02: - DoubleClick Inc. (Nasdaq: DCLK), the leading provider of marketing tools for advertisers, direct marketers and web publishers, today announced several upgrades to its DART for Advertisers service that are designed to further simplify the process of advertising online and to save customers time and money during this process. DoubleClick has introduced enhanced optimization and reporting packages that provide customers with automatic creative optimization, enhanced campaign reach reports and media delivery reports.

DART for Advertisers is a hosted advertising management and serving solution, designed to help marketers reach their online goals efficiently and effectively. The marketing tool integrates with DoubleClick's MediaVisor, a hosted, web-based media planning, buying and campaign management workflow solution, to create the leading end-to-end solution for planning, executing and analyzing online marketing campaigns. DoubleClick currently works with more than 380 advertisers and agencies, including all of the top 10 global advertising agencies.

"Ford Motor Company is a very large online advertiser and we have deployed DART for Advertisers to effectively manage our online ad-serving process for the company," said Kevin Brown, Managing Director, Ford Motor Media. "We hope to expand our relationship with DoubleClick to leverage DART for Advertisers together with MediaVisor as a tool to effectively manage our online brand initiatives, while streamlining the process of planning, buying, implementing and measuring our national and regional campaigns."

Robust Optimization and Reporting

As part of its DART for Advertisers service, DoubleClick has introduced a creative optimization feature that allows clients to simplify and automate the creative optimization process, in order to maximize campaign results and increase their return on investment. The creative optimization feature automatically performs optimization based on post-click or post-impression conversion rates that are determined by the advertiser. By automating the process of optimization, agencies and advertisers are freed from this manual process to spend more time on strategic initiatives.

The Creative Optimization feature is currently being beta tested by several DoubleClick customers including Beyond Interactive Inc. and Rubin Postaer Interactive.

DoubleClick has introduced enhanced Campaign Reach Reporting that allows users to optimize a campaign's cumulative and/or incremental audience reach, at both site and campaign levels. Campaign Reach Reports, which are used for both planning and post-campaign analysis, enable clients to determine the actual reach from each site during a campaign, and to compare this with the original media plan.

To allow DART for Advertisers users to track media delivery and compare delivery to media plans, DoubleClick has introduced Media Delivery Reporting to its DART for Advertisers clients. The Media Delivery Report allows users to quickly determine if sites in a media plan are over, or under, delivering, and to react as necessary, in a timely manner.

"DoubleClick continues to partner with its clients to prove online advertising works," said Doug Knopper, Vice President and General Manager of Advertiser and Agency Solutions at DoubleClick. "We continue to invest in research and development for our online advertising products, which results in product features like automated creative optimization and enhanced reporting, to help advertisers evaluate programs, increase effectiveness, and reduce costs across the value chain."

About DoubleClick Inc.

DoubleClick is the leading provider of tools for advertisers, direct marketers and web publishers to plan, execute and analyze their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 24 offices around the world.