Alleluia Floodlight

January 5, 2007 |

I neglected to point out in December that Doubleclick picked up an award for a technology worth your attention.

During the fourth annual ASPY awards created by Aspen group to salute the best solutions from publishers and vendors, Doubleclick’s Floodlight tag was recognized “Best Technology Solution”

I call it a container tag.
Floodlight is a variation of traditional tags in that it enables advertisers to manage different campaigns, vendors, and analytics tags through a single, universal script. You tag the site with Floodlight and never have to open the page again to add another tag. Using Floodlight, you add different tags through Doubleclick, avoiding internal resources, time, and money needed to tag the site even to simply test some of the emerging behavioral targeting vendors.
Doubleclick announced that Floodlight also empowers advertisers to award conversions to different advertising vendors to avoid duplication (when sales are accounted by your affiliate partner and search vendor even though you only want the last referral to count); in truth, I don’t think they’ve worked out the bugs for that function but as a container, Floodlight is a godsend.

AOL also received an ASPY award for “Most Improved” as the publisher that has made the most significant advances towards improving their solution offerings and/or customer service. I’d argue they’re merely catching up with the others with MSN’s Live Search most improved; have you met Ms. Dewey?

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Tags: doubleclick, dart, dfa

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