DoubleClick is claiming a UK first with a service that can target
online audiences in any of 30 metropolitan areas in the country.
The premium service, called DoubleClick Local, is an extension of the
agency’s worldwide targeting system and is available across the
company’s network of websites, which includes AltaVista, Loot, Bravo and
FT Your Money.
A 30-strong team, based at DoubleClick New York, tracks the location of
every internet protocol address encountered on the network.
’We have tracked millions of IP networks,’ said Eric Stein, DoubleClick
UK managing director. ’The process is never 100 per cent accurate - but
it’s accurate enough.’
He added that the system could deliver more than 50 per cent of users in
any particular area.
DoubleClick Local has been available in the US for about a year. It has
proved popular with companies such as regional car dealerships and Stein
believes it will attract a similar customer base in Britain. ’Between 25
and 30 per cent of traditional marketing is local,’ he said. ’However,
we are not aiming to go after the dry cleaner on the corner - this is
for the national car dealerships or travel agencies who want to reach