From the yahoo board:
<<<<Two DCLK stories hit the wires today. One states that Doubleclick's DART has signed on two new clients from the "top 100 sites": Deja News (we already knew this from the conference call) and MonsterBoard (evidently a big site, large number of visitors given, but I don't know the figures for page impressions).
The other story stems from an interview with the head of DCLK's international operations. It carries in it some real news that deserves some consideration.
In both of the last two conference calls, DCLK execs have noted that one of the great selling points of DCLK DART is the company's broad product line. That is, rather than merely selling an ad-serving service, the DART salesmen can also offer to sell excess inventory with DCLK direct, international inventory through DCLK's foreign offices, and local inventory through DCLK local. Doubleclick is, thus, offering a wide range of services that represent far greater value than mere ad serving.
In today's interview, we see a concrete example of that kind of relationship in action. More than a month ago, we uncovered the fact that DCLK was serving ads for Sportsline (a top 25 site). Today, we find that the relationship is actually broader than that. Doubleclick is also selling Sportsline's international inventory (and, remember, selling ads brings in far more money than serving them). So, whenever some bloke in England logs on to Sportsline to check on a Tennis star or somesuch, he will see an ad sold by Doubleclick. The same goes for an Australian logging on to Sportsline, a German, etc.
I think this shows us exactly why Doubleclick has been spending so much money to establish offices abroad. Even the biggest sites cannot afford international sales teams, so Doubleclick will be there to help. Excite Italia has Doubleclick sell its ads. Internet Movie Database (evidently very large) has Doubleclick sell its UK ads. Sportsline has Doubleclick sell its foreign ads. Looksmart has Doubleclick sell its foreign ads. After a while this could "ad" up to something big. |
