Online sales and technology company DoubleClick is to offer rich media solutions to all its clients thanks to a partnership with Tangozebra.
The alliance will allow Tangozebra's proprietary advertising system to be used across DoubleClick's UK network of sites. The companies claim the new arrangement will particularly benefit traditional advertisers, which can now use the audio-visual and interactive capabilities offered by Tangozebra's software to transport their offline campaigns online.
This is the first such technology partnership DoubleClick has formed in the UK. The two companies plan to extend it into Europe if it is successful. DoubleClick UK managing director Adrian Baker said: "Effective advertising begins with great ideas. As the online audience continues to grow, so more and more advertisers are reaping the rewards.
"Tangozebra can help brands find the most innovative solutions and exploit the potential of the web to complement their offline branding strategies."
Tangozebra founder James Booth said he anticipated seeing a continued take-up of online advertising from traditional companies.