DoubleClick plans to offer its DART for Publishers (DFP) clients the ability to create their own vertical ad networks, a selling model that's been widely embraced over the past year as a means for hotshot (or not) media brands to increase saleable inventory. The company, which is still waiting for European regulators to clear its acquisition by Google, set up a new business unit to house the ad network product along with several of its other publisher solutions. Called DoubleClick Revenue Center, the division is partly borne of a marketing decision to present DoubleClick's publisher solutions as a holistic platform for all forms of site monetization rather than a set of unrelated products. In addition to the ad network tools, it will house the company's nascent ad exchange, its flagship DFP product, and enhanced versions of its workflow management and forecasting tools. Jonathan Bellack, VP publisher products at DoubleClick, said the ad network solution will support financial reporting, pay-outs, and a portal for partner sites to manage their activities. It's expected to launch in the second half of 2008. "We're going to be building a lot of capabilities in time," he said. "Media sellers want to be able to do this that works with their existing products and sales teams."http://www.mediaweek.com/mw/content_display/digitaldownload/broadband/e3ia17936baf4363f192156498d63516e85
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