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DoubleClick launches Sonar Network

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New York--Shaking up its business model, advertising network DoubleClick announced on Monday plans to launch a low-cost ad placement service that reaches targeted sites. Called Sonar Network, the service is designed to give direct marketers a way to purchase targeted, response-oriented advertising space from DoubleClick, which previously focused exclusively on high-traffic Web sites that generate traffic in excess of 1 million impressions per month. DoubleClick said it has signed 90 sites, each delivering the minimum 100,000 monthly representations necessary to be a part of Sonar Network. In response, competitor 24/7 Media, New York, touted Monday its ContentZone service, also aimed at targeted campaigns.
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