Called MediaVisor, the product is aimed at media planners who have to plan online advertising campaigns for clients. It automates processes such as media plan development, proposals and ad trafficking. DoubleClick says that this can produce cost savings by allowing time to be spent doing other things.
MediaVisor includes a searchable database of more than 270 sites where clients may wish to advertise, and provides technical and qualitative information. The list includes Nielsen//NetRating's 10 most influential sites, such as AOL, eBay and Google.
In the US, where the product has been in use since 2002, one user has reported that it has cut the time spent planning campaigns by 35%.
"MediaVisor allows agencies and advertisers to focus more time on what they do best -- developing innovative and strategic campaigns," Mark Gibson, DoubleClick's sales director for the UK, Europe and the Middle East, said.
"In addition to the time savings, cost savings and enhanced accuracy that we expected from the product, customers tell us that this tool has altered and improved the manner in which they work."
The product ties in with DoubleClick's DART for Advertisers product, which can be used after the campaign has been planned.
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