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BizReport : Advertising archives : April 09, 2009

DoubleClick offers transactional ad units

Adgregate Markets' transactional ad technology is now available to DoubleClick's advertisers, providing the opportunity to make ads more engaging.

by Helen Leggatt

Banner blindness is forcing marketers to come up with more creative ways of engaging consumers. One method is to encourage purchases via transactional ads which enable consumers to transact within the ad unit on the site they are browsing without switching to the advertiser's site. This option is now available to DoubleClick's advertisers following a recent deal with Adgregate Markets and their ShopAd technology.

"Advertisers spend a ton of money trying to disrupt a user's browsing experience and pull them away in order to transact on their site," said Henry Wong, CEO of Adgregate Markets.

"Publishers, on the other hand, spend an equal amount of resources trying to retain and gain new users, only to lose them when they leave their sites to transact on an advertiser's site."

Although Adgregate Markets launched ShopAds in September last year, the transactional ad technology has already been embedded in more than 1 million online ads.

Tags: banner ads, digital music, DoubleClick, engage, online ads, ShopAds, transactional ads

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