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Old 04-11-2001, 10:31 AM   #1
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Join Date: Feb 2000
Posts: 336
Unhappy doubleclick showing defaults now

I was looking around on epinions last night, on product reviews for cordless phones (any recommendations?). I'm pretty sure that Doubleclick is serving for epinions, and I was very suprised to see doubleclick start showing default ads. The ad was for their "ad selling solutions". This could be very bad.

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Old 04-11-2001, 11:06 PM   #2

Join Date: Aug 1999
Location: Gold Coast, Queensland, Australia
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DoubleClick has been open about their dire short-term outlook for banner ad sales, expressing about a month ago that the only part of their sales and representation business that is still seeing growth is their email marketing.

I, too, have seen several PSA banners running on sites represented by DoubleClick (not just served by DART), including a few properties belonging to major media brands. Still, given the state of the market as a whole, I don't see the presence of defaults as a major disaster. It's merely indicative of an overall excess of inventory.

If anyone here is represented by DoubleClick, and not bound by a non-disclosure agreement, it would be great if you could post the approximate average CPM rate that you are seeing through the firm.

As a guess, judging by Engage's rates for its consumer network, which have traditionally been approx 1/2 that seen through the DoubleClick Network, I imagine that most DoubleClick sites are still seeing average Net CPMs of just over $1, which remains enough to support slimmed-down media operations, especially if complemented by alternative revenue streams.

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