DoubleClick Achieves Broadband Video and Advertising Exchange Ad Measurement Accreditation...

DoubleClick Achieves Broadband Video and Advertising Exchange Ad Measurement Accreditation from the Media Ratings Council

NEW YORK--(Business Wire)--DoubleClick, the premier provider of digital advertising
technology and services, announced today that it has achieved
accreditation for DoubleClick Advertising Exchange(SM) impressions and
DoubleClick In-stream broadband video measurement in accordance with
the Interactive Advertising Bureau (IAB) certification process and
achieved ad measurement accreditation by the Media Rating Council
(MRC). The DoubleClick Advertising Exchange is the first ad exchange
to be accredited by the MRC under the IAB guidelines, and DoubleClick
In-Stream is the first in-stream solution for publishers to be
accredited. In addition, DoubleClick's existing impression counting
accreditation for DART(R) for Publishers and DART for Advertisers was
renewed.

MRC accreditation certifies that DoubleClick's DART ad-serving
platform - which encompasses DART for Advertisers, DART for
Publishers, DoubleClick Rich Media and the DoubleClick Advertising
Exchange service - adheres to industry standards for counting digital
ad impressions. Broadband Video accreditation ensures that DoubleClick
In-stream adheres to specific broadband video counting guidelines.
Additionally, the accreditation ensures that the operational and
security practices supporting DART counting and reporting adhere to
MRC standards.

The standardization of ad measurement and accreditation under the
MRC ensures that clients utilizing DoubleClick's accredited products
have an accurate and real time understanding of the digital ad
impressions that their online campaigns generate. Ad impression
measurement standardization is crucial as marketers continue to
increase spend in digital advertising.

"DoubleClick was the first company to publish a public impression
counting methodology and has long been the industry leader in counting
standards," said David Rosenblatt, CEO of DoubleClick. "This year's
accreditation moves beyond impression counts in ad-serving solutions
and extends it to broadband video and exchanges. We commend the IAB
and MRC for promulgating these standards in partnership with ourselves
and others in the industry, and encourage other exchanges and
broadband video technology providers to join DoubleClick in full
compliance and accreditation."

"I applaud the fact that DoubleClick, a leader in digital
marketing, has taken a proactive role in promoting the standardization
of digital advertising measurement," said George Ivie, Executive
Director of the Media Rating Council. "Digital advertising is a medium
that continues to evolve, and DoubleClick's continued adoption of the
Standards and Accreditation is a good step in moving the industry
forward."

The ad impression measurement standards were developed and
finalized in November 2004 by the IAB in conjunction with DoubleClick
and other members representing major online publishing and ad-serving
vendors across North America, Latin America, Europe and Asia. These
standards ensure that all parties adhere to a common framework for
measuring ad impressions, and that proper levels of operation and
control are brought to bear within each accredited organization.

Under the terms of MRC accreditation, DoubleClick provides full
information to the MRC with regard to all aspects of its operations,
conducts impression counting and reporting in accordance with
representations to its clients and the MRC, and submits to thorough
annual audits of its procedures by CPA firms engaged by the MRC.

About The Media Rating Council

The MRC is a non-profit industry association established in 1964
comprised of leading television, radio, print and Internet companies,
as well as advertisers, advertising agencies and trade associations
whose goal is to ensure measurement services that are valid, reliable
and effective. Measurement services desiring MRC Accreditation are
required to disclose to their customers all methodological aspects of
their service; comply with the MRC's Minimum Standards For Media
Rating Research; and submit to MRC-designed audits to authenticate and
illuminate their procedures. In addition, the MRC membership actively
pursues research issues they consider priorities in an effort to
improve the quality of research in the marketplace. Currently,
approximately 45 syndicated research products are audited by the MRC.

About DoubleClick Inc.

DoubleClick is a premier provider of digital marketing technology
and services. The world's top marketers, publishers and agencies
utilize DoubleClick's expertise in ad serving, rich media, video,
mobile, search and affiliate marketing to help them make the most of
the digital medium. From its position at the nerve center of digital
marketing, DoubleClick provides superior insights and insider
knowledge to its customers. Headquartered in New York, and with 17
offices and development hubs and 14 data centers worldwide, the
company employs more than 1,300 people and delivers billions of
digital communications every day. Learn more at www.doubleclick.com.

Ogilvy Public Relations Worldwide
Elizabeth Crosta, 415-596-9585
Elizabeth.crosta@ogilvypr.com

Copyright Business Wire 2008