DART Adapt: DoubleClick’s Advanced
Increase Campaign Performance and Maximize Revenue
with DART Adapt
BenefITS AT A GLAnCe DART® Adapt for Publishers is DoubleClick’s highly-advanced optimization solution
• Increase share of wallet designed to increase campaign performance for your premium advertisers and to
with your advertisers. maximize revenue from your performance-based inventory.
• Maximize revenue Providing an unparalleled combination of sophisticated modeling, technology
from your performance- and consultative services, DART Adapt enables you to align ad serving with your
based campaigns. business goals. DART Adapt is customizable, automated, adaptive and integrated
• Differentiate your website. with the industry’s leading third-party ad server, DART for Publishers.
How does it work?
• Sophistication: DART
Adapt uses a sophisticated
algorithm that matches ads
with the user segments
most likely to respond.
The solution is called
DART Adapt because
the algorithm allows it
to continually adapt and
improve over time.
• Automation: After activating With DART Adapt’s built-in control group you and
DART Adapt, publishers need your clients will know it’s working.
only click a single button to
begin optimizing campaigns.
• Validation: DART Adapt provides validation for publishers and their clients
through a built-in control group, which demonstrates the percent lift for each
How can publishers use DART Adapt?
DART Adapt has the flexibility to address the optimization needs of multiple
Premium Advertiser Inventory: Increase customer satisfaction with a solution
that improves campaign performance by increasing clicks and desired activities for
2. DART Adapt: DoubleClick’s Advanced Optimization Solution Overview
non-Premium Inventory: Maximize yield from your CPC and CPA campaigns using DART Adapt’s
advanced optimization methodology. DART Adapt uses an eCPM to optimize both CPM and
performance-based campaigns in tandem, ensuring maximum profitability across all inventory types.
How can my site benefit?
Be proactive: Enjoy the benefit of continuous
optimization without any of the work. DART Adapt
helps you stay on top of optimization innovations
and deliver value to your clients proactively, ensuring
that campaign performance never becomes an issue.
Save time: Automate the optimization process —
just click one button and you’re done.
Demonstrate results: Showcase the value of your
inventory with reports that show the lift versus a
control group for each advertiser. This data can be
DART Adapt drives results by matching ads to the shared with advertisers to help demonstrate the
users most likely to respond. value of your inventory, position your company as an
innovator, and enhance client satisfaction.
Increase share of wallet: Increase differentiation from your competitors by implementing and advocating
performance optimization to your advertisers. Using optimization to help clients manage successful
campaigns serves to drive customer satisfaction, and enables you to increase share of wallet among
Maximize revenue: No matter which way you sell ads (CPC, CPM or through ad networks), DART Adapt
allows them to compete with each other on an even footing using an eCPM. By leveraging eCPM
ad selection and DART Adapt’s advanced optimization engine, you can maximize revenue for each
Who benefits throughout the sales cycle?
Ad sales professionals: DART Adapt improves the performance of your advertiser’s campaigns,
increasing satisfaction and loyalty, thereby raising the value of your ad inventory. DART Adapt will also give
you the flexibility and confidence to accept both CPM and performance- based deals.
Ad operations professionals: DART Adapt saves time and effort by eliminating manual processes and
empowers you to proactively optimize campaigns, with the click of a button.
Advertisers: Clients of DART Adapt enabled publishers benefit from improved campaign performance
and enhanced reporting.
Optimizing with DoubleClick
Development of an optimization solution is an extremely complex task. DoubleClick is uniquely positioned
to offer this solution because of our 10+ years of experience in developing marketing optimization
models. By leveraging resources from both our digital advertising and statistical teams, we offer
an optimization solution that combines a deep understanding of the businesses and goals of both
advertisers and publishers.