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Special Report: Globe-trotter leads ad network drive

International operations

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Today, DoubleClick’s Latin America, Asia and Europe offices eclipse the international operations of Real Media Inc., New York, which has a strong presence in Europe, and 24/7 Media Inc., New York, which was early into Asia, Serman said. Though other networks such as Engage Inc., Andover, Mass., and B2BWorks Inc., Chicago, are beginning to earnestly address global expansion, they are also-rans in the international arena right now, he said.

"Barry Salzman ran the international show, and the international story is pretty well developed," Serman said. "Salzman not only ramped up a strong international sales force on the ground, but he also got technology people who were native speakers in each country."

Indeed, the strategy was not only to sell advertising internationally for placement on DoubleClick ad servers but also to build server farms in strategic locations worldwide, Salzman said. The data centers allow DoubleClick to deliver native-language advertising quicker and more reliably than would have been possible from domestic servers, he said.

Moreover, it fit with a strategy that calls for DoubleClick to deliver native-language advertising even if the end user is accessing U.S.-based sites. For example, a French businessman accessing the The Wall Street Journal site would see banners or skyscrapers for GE Lighting equipment in his native tongue, Serman said. That should prove exceptionally valuable to b-to-b marketers looking for prospects overseas, he said.

"In 2001, we expect much more rapid growth for pan-regional and global deals," Salzman said, citing a recent $1 million commitment from British Airways plc, Harmondsworth, U.K., as an example of the expansive marketing services and technology packages that DoubleClick expects to become the norm.

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