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July 14, 2008

After AdTech Transition, AOL to Stay with DoubleClick for Some Clients

AOL has begun implementing AdTech's ad platform across some of its properties, as reported by AdAge today. I confirmed this with a company spokesperson, who told me in an e-mail that AOL's properties will be fully transitioned from DoubleClick's Dart for Publishers to AdTech's platform by early to mid 2009. AOL bought the German ad management firm last year.

"DoubleClick is fully aware of the transition, and we're working with them so that everything runs smoothly," the spokesperson told me.

As for the future of the DoubleClick/AOL relationship, that won't end all together: "We'll continue to use Dart for Advertisers for some clients. However, as the relationship applies to Dart for Publishers, the transition will be complete next year."

Posted by Kate Kaye at July 14, 2008 5:38 PM

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