- Internet Movie Database, the Amazon.com owned movie and entertainment website, has signed a major online European advertising deal with the DoubleClick network.
The deal will see the IMDb both implement DoubleClick DART as its standard ad-serving software and retain DoubleClick as its new media sales house in the UK, Germany and Scandinavia - markets that were previously unsold by IMDb.
However, IMDb will continue to handle its own US sales, where the majority of the UK based site's 48 million monthly page impressions are generated.
Andy Mitchell, managing director of DoubleClick UK, said: "A growing number of site owners have a similar problem to IMDb, in that a significant portion of their visitors are from other countries. DoubleClick allows them to concentrate on selling ads internally in their major markets, but also to capitalise on growing international ad revenues without a heavy investment."