The technology, which is known as Adgility, is a web-based software application developed by Adgile to automate the planning, buying and trafficking process for agencies and advertisers. This tool enables agencies to search through a comprehensive site database, send out request for proposals (RFP), issue insertion orders, and generate campaign media plans and snapshots quickly and efficiently. Most importantly, the technology simplifies the time consuming and cumbersome RFP process by eliminating needless data entry and manual contract management. This acquisition builds on DoubleClick’s goal to provide agencies, advertisers, and sites with a way to centralize and simplify the media-planning and buying process.
We have been seeking a solution to the complex process of managing interactive planning and buying, and are excited about the addition of Adgile’s media planning software to DoubleClick’s suite of products and the efficiencies that this software could potentially deliver, said Adam Gerber, Vice President, Director of Media Strategy, The Digital Edge. This demonstrates DoubleClick’s continued commitment to help make the online advertising medium a success.
Adgile’s industry-leading technology provides DoubleClick with a platform on which to integrate planning, serving and reporting solutions and make digital marketing as easy, efficient and effective as offline mediums. As a first step, DoubleClick plans to link this technology with its DART for Advertiser (DFA) product, the industry’s leading ad management system used by the Top 10 global advertising agencies. This will provide significant process efficiencies in the time consuming process of trafficking online campaigns. Further integration with other DoubleClick tools, like @plan, will create an end-to-end media planning solution for online digital marketers.
With the purchase of this media planning technology, we are helping agencies and in-house media buyers free the time and resources spent on planning, buying, and analyzing media campaigns so that they can focus on more important tasks, like campaign strategy, said David Rosenblatt, President of Technology, Data, and Research, DoubleClick. In addition, this acquisition forms the foundation for DoubleClick to build an end-to-end media planning solution that ties together DoubleClick’s leading ad management technology with its suite of online research tools, providing marketers with a integrated solution to plan, serve, analyze and optimize their online marketing campaigns.
The Adgility technology has been instrumental in our agency’s development, said Sean Mills, Principal, Adgile Interactive. It has given us greater efficiencies and allowed us to focus more time and energy on areas that deliver our clients greater value. The integration of Adgility with DoubleClick’s ad serving technology and research tools will offer agencies a comprehensive resource from which to manage their online campaigns.
SOURCE: COMPANY PRESS RELEASE
