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“With DART Search, we are able to manage and optimize our clients’ spon-sored search campaigns with a great degree of immediacy and control that allows us to be more strategically fo-cused in exceeding our clients’ goals.” Rob Griffin, Head of U.S. Search, Media Contacts

DoubleClick DART Search

Achieve Maximum Search Marketing ROI

US Headquarters 111 Eighth Avenue 10th Floor New York, NY 10011 Tel: 212-683-0001 Tel: 866-683-0001 (toll free) Fax: 212-287-1203

EMEA Headquarters The Plaza

East Point Business Park Clontarf, Dublin 3 Ireland

Tel: +353 1 246 0444 Fax: +353 1 246 0499

Asia Pacific Headquarters Suite 19, Level 1 88 Cumberland Street The Rocks, Sydney, NSW 2000 Australia Tel: +61 (0)2 8247 3700 Fax: +61 (0)2 8247 3701 Worldwide Network Operations Center 12396 Grant St Thornton, CO 80241 Tel: 303-729-5200 Tel: 866-729-5200 (toll free) Fax: 303-729-3233

Learn more about DART Search:

Contact Michael Silberberg, DART Search Sales Specialist direct line: (212) 381-5645, or

via email at MSilberberg@doubleclick.com.

Visit us at www.doubleclick.com/dartsearch

SERVICE CAPABILITY & PERFORMANCE

S TA N DAR DS TM

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How can I be sure that DART Search is the proper search management solution for me? ” DART Search is the solution of choice if you’re:

Managing paid search click •

volumes of 250,000 or more a month.

A SEM professional focused •

on implementing advanced bid management strategies.

A publisher seeking to drive more •

traffic to your site.

An agency serving multiple •

inventories and integrated campaigns including search. Interested in increasing your •

ROI on your digital marketing investment.

Who will help us get started? Who can I count on to help when we have questions? ”

All of our Technical Account Managers are Google, Yahoo and MSN certified pros. That means you’ll get not just deep knowledge about the DART Search toolset—but insight into the top tier search engines, too. And DoubleClick is the only digital advertising company to have earned Support Center Practices certification.

DoubleClick is a Leader in Digital Marketing

Technology …

DoubleClick’s 10+ years of digital marketing experience have given us a deep understanding of the online advertising space. Our experience drives the creation of superior tools, helping you to navigate market changes and seize business opportunities.

DoubleClick is a premiere third-party advertising provider. We work with many of the world’s leading sites and brands, and are the only digital marketing company to have earned Support Center Practices certification.

… And a Leader in Search Marketing

Technology

If you’re focused on search advertising, then you should consider using the most powerful, effective search marketing tools available. With an extensive digital reporting suite, DART Search® helps our clients dig into the big picture with analysis and insight into future trends.

Companies that want to know more about their media mix allocation—natural search, paid search, and display—work with DoubleClick to understand how best to utilize both dollars and resources.

DART Search puts one of the industry’s leading search management products onto your desktop, giving you complete control over your search marketing program.

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DoubleClick DART Search

Achieve Maximum Search Marketing ROI

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DART Search: Key Benefits

Gain complete control over your search marketing business.

DART Search is a powerful search marketing solution engineered to deliver maximum ROI on your search marketing investment. DART Search places a single, easy-to-use interface on the desktop of search engine marketers. Built to handle large complex campaigns across multiple search engines, DART Search manages over 100 million active keywords for 800+ advertisers.

Enjoy transparent, easily-understood pricing.

Pricing for DART Search is strictly CPC (or performance) based. There are absolutely no additional fees, or fees for usage. All your training and support is included within one simple cost.

Manage all search and display campaigns within a single dashboard.

DART Search is also a key component of DoubleClick’s Digital Advertising Center, an industry-leading set of advertising campaign management tools. If you, like many of our clients, manage display and search programs, our integrated platform helps you to maximize revenue across your entire inventory.

More than a Portfolio or Rules-Based Approach: DART Search is Flexible and ROI-Based

Search marketing is an extremely dynamic field, where the greatest rewards are reaped through a continual evaluation of all tools and methods. Not only does DART Search offer search marketers great flexibility, but our approach in fact drives the highest possible ROI for our clients.

More Accurate Information = Better Results, Increased Revenue

You need good data to make good decisions. With DART Search, make better decisions with data retrieved directly from all major search

engines. DoubleClick’s 99% Accuracy policy guarantees the quality of data you receive for search spend analysis.

Enjoy Superior Efficiency, Flexibility, and Scalability

DART Search features a single interface, bringing every aspect of your search campaigns into a single space. That saves time and reduces complexity, putting both better control and results at your fingertips.

Take Advantage of Full Integration with DART® for Advertisers

DART Search is fully integrated with DART for Advertisers, DoubleClick’s online ad management, serving and reporting solution, enabling you to gain deep insight into your entire online media mix, and make better decisions as to how to spread dollars across multiple marketing efforts.

Stay Worry-Free with DoubleClick’s World-Class Support

Dedicated Technical Account Managers will assist you through all phases of implementation. We average fifteen days to “onboard” newly signed DART Search clients. In addition, our training and technical support is completely hands-on for the first 90 days, ensuring that DART Search is set up correctly for your business and your goals. We’re here to make you look good.

DART Search: Paid Search

Superior search marketing tools for:

Paid search tools form the heart of the DART Search product suite, and let you manage and optimize pay-per-click (PPC) keyword bids across all major search engines.

Ad management

DART Search gives you a simple, single interface to manage your paid search ads on Google, Yahoo!, MSN and Ask.com. DART Search regularly synchronizes with the search engines, so you always know the status of your ads. From the keyword to the campaign level, DART Search gives you the control you need and the simplicity you crave.

Core Features Upload

• and modify ads directly in the DART Search user interface. Preview

• creatives as they’ll appear in the search engine interface. Execute

• bulk ad uploads. Run

• as many creatives per keyword as the search engines permit. Pair

• landing pages with keywords, giving each a unique destination URL. Key Benefits

Ease of use

• – a single, easy-to-use interface streamlines your workflow. Powerful

• – designed to handle the largest campaigns, you won’t outgrow DART Search.

Flexible

• – multiple keyword views give you immediate feedback and assist in analysis.

What’s included in the DART Search core toolset? “

Ad management • Bid management • Campaign management • Reporting •

You mention that DART Search will help me get the highest ROI for my search marketing cam-paigns. How, exactly? “

Better, more accurate information equals better, more informed decisions equals better ROI.

And, DART Search contains a variety of ROI controls designed to let you manage search marketing towards the highest possible ROI. With these controls, you can:

Reboot At Will

• – Set a new target position and a new course for ROI. Identify high-performing key-•

words – With Push Syndicator, identify keywords that exceed expected ROI.

Intervene Manually

• – Override

automated bidding as needed. Keep Your Program Alive

• –

Pro-tection against pausing due to fluctuating minimum bids. Look Out!

• – Get alerts via email.

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We’re planning to seriously increase our commitment to PPC. I’m looking at managing hundreds of thousands of key-words, and possibly more. “

DoubleClick has been a major ad serving provider since the industry’s inception. We’ve always counted the largest advertisers among our customers, and have engineered our products and services to serve them. DART Search currently supports over 100 million keywords. So we’ve certainly learned how to make large campaigns manageable.

How easy is it to manage my campaign and conversion data? What is the process? “

With DART Search you don’t have to import anything —the data you need are pulled from the search engines and are ready for you to work with. You can run keyword-level reports and get accurate click and cost data side-by-side with conversion data.

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PAID SEARCH

IS NOT A SIMPLE MEDIA BUY “ “ Ad Management • • Campaign Management Bid Management • • Reporting “ “

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Bid Management

DART Search gives you excellent control, choice and flexibility in the management of your text marketing program, and gives you maximum insight into results. Core Features

Automate

• your bidding strategy, letting you define a strategy for one key-word or for thousands.

Define

• a strategy using up to two rules (position-based, ROI-based or click-target based) in your preferred order.

Bid

• on your keywords up to 12 times per day. Balance

• the overall keyword performance within a strategy group. Key Benefits

Clarity

• – a straightforward set of bid strategies that you can manage. Flexibility

• – set your bid strategy at the keyword or campaign level. • Effectiveness – our better bid strategies drive improved results.

DART Search allows you to set your strategy by ROI, Position or Click Target goals. You can control results at the portfolio or keyword management level. Return on Investment (ROI) targets

When you choose an ROI strategy, DART Search continuously analyzes and adjusts positions for optimum match against a revenue or ‘leads generated’ target. Set your ROI goals by assigning priority to CPA, percent of sale, or by profit margin.

Feature: Portfolio Bidding Control

Best of all, the portfolio bidding control can be turned on or off—it’s your choice.

Campaign Management

DART Search takes the drudgery out of uploading, managing and measuring keywords, giving you more time to focus on what matters. Results.

The DART Search dashboard makes operation both faster and easier.

Automated submission and bid processes deliver better results with less effort. Keyword organizing lets you easily manage performance. View, for example,

results for generic vs. brand keywords and deploy a high performing keyword from one engine to all others.

Keyword organizing lets you easily manage performance. View, for example, results for generic vs. brand keywords and deploy a high performing keyword from one engine to all others.

Core Features

One Click Management

• – manage and update thousands of ad groups and millions of keywords across multiple search engines within a single interface. Automated Tracking Link Generation

• – create and update tracking links in a snap.

Flexible reporting

• – measure keyword performance by search engine, cam-paign, category or status.

Google Site Targeting support •

Excel bulk sheets output capability •

Key Benefits Ease of use

• – a single, easy to use interface streamlines your workflow. Powerful

• – designed to handle the largest campaign, you’ll never outgrow DART Search.

Flexible

• – multiple keyword views give you immediate feedback and assist in analysis.

Feature: Spotlight Tag Bidding

Spotlight Tag Bidding is an advanced bidding technology that takes advantage of the conversion tracking code that advertiser and marketers use in conjunction with DFA and DART Search. Spotlight Tag Bidding lets you assign CPA or Revenue Share goals based on conversion type as well as keyword.

For example:

Assign aggressive goals to higher-margin conversion types.

Assign conservative goals to lower-margin conversion types.

For each conversion type you can set either a Cost Per Action goal ($) or an Effective

Revenue Share (%) goal.

DART Search: Reporting

DART for Advertiser’s ReportCentral tool lets you manage report data with unmatched control and flexibility. You can create robust reports, download your reports in multiple formats, and save queries for reuse.

Core Features 99% accuracy

• - reports are drawn from data directly from the search engines. Compare cross media results

• – DoubleClick’s Reporting Central reports integrate multiple formats.

Single tags eliminate double-counting

• – you get accurate results of search

advertising vs. display. Outlier reports

• – identify and act on poor performers. Query-driven reporting

• – dig down to as granular a level as you like. A keyword-based strategy looks

at the performance of each individual keyword.

A portfolio-based approach still recognizes individual keyword performance, but also considers the performance of the group in the decision-making process.

Keyword outperforms Keyword performs normally Keyword underperforms

We could use more flexibility and control with bid manage-ment. I’m working with outlier keywords that don’t perform well under bid rules. “

DART Search gives you that control with the Portfolio On/Off option. You can go totally granular with it: choose a portfolio-based bid management option or a keyword-based bid per keyword.

Campaign management over-head is killing me; got anything for me? “

Yes. DART Search gives you a single interface for managing your campaigns, eliminating the manual process of logging into multiple search engines to create and edit campaigns, groups, and keywords. You can also create new ads and keywords in DART Search and have them automatically propagated to the search engines. It’s a tremendous workflow time saver.

I’ve got different profit margin expectations for much of my business’ products and services. Can you help manage this? “

Yes, we can—with a strategy called Spotlight Tag Bidding (STB). It takes advantage of the conversion tracking code that advertisers and market-ers use in conjunction with DFA and DART Search. STB ensures that bid-ding decisions factor in the various profit margins on your diverse, unique mix of products and services. It’s the perfect mechanism for optimizing search marketing in volatile bidding markets like the Retail, Travel, and Financial verticals.

I’m really interested in conver-sion analysis. We’re running integrated campaigns and we’d like a better understanding of conversion patterns. “

Our Exposure To Conversion report is exactly what you’re looking for— it’s a report on exposures for up to 10 of the most recent online events. This gives you a cross-channel view across display, rich media, paid search and/or natural search, and provides insight on the combined influence of display, paid search and/or natu-ral search on what drives people to convert.

See page 8 for an example of a cus-tomer pathway leading to an even-tual conversion.

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“ “ “ “

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DoubleClick Performics: Performance

Marketing Solutions

As the performance marketing division of DoubleClick Inc., DoubleClick Performics provides profit-driving solutions to leading multi-channel marketers. Together, DoubleClick Performics and DoubleClick offer a wide range of marketing solutions, and are well-positioned to compare campaign effectiveness across multiple marketing channels.

Clients benefit from DoubleClick Performics´ proprietary tracking and reporting platform, advanced market expertise, and active account management. Our custom approach to search and affiliate marketing engages and delivers more consumers.

If you’re interested in a hands-on, consultative approach to your affiliate or search marketing business, DoubleClick Performics might be just the answer. Visit us at

www.performics.com or call us at 312-739-0222.

DART Search: Roadmap

The following products are anticipated additions to DART Search in 2008. Their releases do not yet have specific dates.

2008: DART Natural Search

Many marketers have a limited understanding of the impact natural searches have on conversions. With DART Natural Search, you’ll get a window into traffic and conversions driven by natural (organic) searches. Historically, marketers have relied on ‘last click attribution’, but that tells only part of the story. DART Natural Search shows what search terms and landing pages characteristics are most valuable to your business.

Key Benefits Get the

• whole story on customer conversion Value above and beyond Web Analytics •

De-duplicated conversion data with Paid Search and Display »

Exposure to Conversion Pathway reporting (see example on page 8) »

Keyword pattern analysis across Paid and Natural Search »

View conversions driven by Natural Search •

Key Benefits

In search marketing, decisions are data driven—the better the data, the smarter your decisions.

DART Search reporting will deliver unmatched: Accuracy

• – our report data is guaranteed in our 99% accuracy policy. Reliability

• – software that does the job, how and when you need it. Flexibility

• – multiple formats and reporting options that match your needs.

Feature: The 99% Data Accuracy Policy

Because the data we use arrive directly from the search engines, we will guarantee a deviation of less than 1% between DART Search reports and reports generated by the search engines themselves. (Data include impressions, clicks, click charges, and average position.)

This offers two key advantages:

Data feeds, direct from the search engines, mean higher quality data is used to drive 1.

DART’s automated bid management decisions.

You can view search engine performance data side-by-side with conversion data. 2.

This gives you better information to drive your program decisions, from the highest (account level) to the most granular (keyword level).

The 99% accuracy policy applies to data from: Google

AOL

Yahoo! (new sponsored search)

MSN

For more information about this policy, please visit www.doubleclick.com/dartsearch

DART Search: Integrated with DFA

DART Search, integrated with the DART for Advertisers (DFA) platform, is a key component of DoubleClick’s Digital Advertising Center, an industry-leading set of advertising campaign management tools. If you, like many of our clients, manage display and search programs, our integrated platform helps you to maximize revenue across your entire inventory. And, centralized reporting in ReportCentral means you can manage your entire search and display program within one single, easy-to-use interface.

Doesn’t everyone have a 99% policy? I’ve heard your competi-tors say the same thing. “

We pull data directly from SE’s into our system. And yes, some of our competitors will tell you they get their reporting from the search en-gines, but the key question is … do they have the data integrity process-es required to guarantee report accu-racy? DoubleClick does. Guaranteed.

How do DART Search and DFA work together? “

Both DART Search and DFA are part of DoubleClick’s Digital Advertising Center, meaning they share certain elements like reporting and counting methodologies. We’ve built these with our clients in mind—companies who manage both search and display advertising campaigns, and who need to be able to, at-a-glance, understand the synergies between both efforts.

The integration between DART Search and DFA enables our clients to gain deep insight into their entire online media mix, making better deci-sions as to how to allocate dollars across multiple marketing efforts.

What’s the difference between DART Search and DoubleClick Performics? When would I choose one or the other? “

DoubleClick Performics is a full-service agency that specializes in affiliate and search marketing, and provides a range of digital consult-ing advice. Companies inclined to outsource the management of their search marketing would likely partner with DoubleClick Performics; those who are staffed and prepared to own search marketing in-house probably prefer working with DART Search directly. Either way, contact us at the number listed on the back page of this brochure for more details or to arrange a needs assessment.

You’ve got a Natural Search tool coming too? “

Yes. Paid Search and Natural Search need to work together and we’ve taken the lead with our Natural Search reporting. Now you can gain insight on how your customers search, and learn how to buy key-words more intelligently.

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Gain a command view of your entire media mix. The DART Search reporting interface—example of an ROI report.

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Visibility into SEO program effectiveness •

Insight into Paid Search strategies •

Insight into Natural Search Traffic and Conversions •

Flexibility to view data aligned with marketing goals •

2008: DART Paid Inclusion

DoubleClick is working on a paid inclusion tool, allowing advertisers to submit info to be listed in natural search listings. A new feature, titled Search Submit Pro, will provide you with greater control and valuable insights to present the ‘right message’ to the ‘right consumer’ at the ‘right time’ in algorithmic results on Yahoo! and other sites.

2008: DART Feeds

DART Feeds will allow web users to compare products across multiple advertisers. An advertiser will submit a data feed with product info to display products on a comparison shopping engine (CSE). CSEs are increasingly popular with affluent online shoppers with a demonstrated intent to purchase. For example, a user shopping for boots will visit a comparison shopping engine to compare brands, prices, size, color, etc. DART Feeds enables advertisers to submit product data to comparison shopping engines.

Contact Information

To learn more about DART Search, you have two options: Contact Michael Silberberg, DART Search Sales Specialist, on his direct line at 212-381-5645, or via email at MSilberberg@doubleclick.com.

Visit us at www.doubleclick.com/dartsearch

About DoubleClick

DoubleClick is a global leader in digital marketing technology and services. From its position at the nerve center of digital marketing, DoubleClick provides unique insights and insider knowledge no one else can. Headquartered in New York, and with 17 offices and development hubs and 14 data centers worldwide, the company employs more than 1,400 people. Learn more at

www.doubleclick.com/dartsearch.

So what’s next? What are you guys working on? “

Beyond the new Integration with Display, Feeds/Paid Inclusion, and Natural Search reporting capabilities we can’t say yet. With an aggressive R&D effort, DoubleClick is commit-ted to keeping DART Search at the forefront of the market, both now and in the future.

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© 2007 DoubleClick Inc. All rights reserved. DOUBLECLICK, DART, and DART SEARCH are registered trademarks of DoubleClick Inc.

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