Using DART, Web site owners can out source their targeting, scheduling, delivering, tracking, reporting and billing functions. The company's U.S. parent began licensing DART in 1996, and its 13 U.S. clients, include The Wall Street Journal and broadcasting companies NBC and CBS.
Such ad management software programs allow Internet publishers to record the number of people who see an ad and respond to it by clicking through. The software allows Internet publishers to track where users are located and when they visit a site.
Copyright June 1999, Crain Communications Inc.