DART for Publishers - Anyone have any info? Also general advertising questions

I’ve been trying to get through to Doubleclick over the past few days but to no avail. I guess they are very busy as they do not return phone calls, contact requests etc.

Anyway, I’d love to get some info or feedback on this product.

It seems DART for Publishers is an ad manager so that I can manage campaigns on my site, revenue etc. Has anyone used it before? What’s the approximate cost?

I’m launching a major web portal and just want to make sure I understand how this works correctly.

How do I go about getting larger advertisers to advertise on my website? DART has an advertisers exchange which would seem to be the place to get advertisers on my site. Has anyone used the advertisers exchange?

I understand it all has to do with your reputation, page views etc. but just looking for advice as to how this all works. Which networks should I pursue?


Dart is expensive, unless you plan on having hundreds of thousnds of dollars per month in revenue, I would look for something targeted to smaller publishers.

Would you know the actual approximate cost? Are we talking $5,000, $10,000 a month?

I’ve seen now a few even smaller sites that have ads that are served by doubleclick. Such as:

ad. doubleclick dot net/click%3Bh=v8/37c1/3/0/%2a/z%3B210861600Esscs%3D%3factuallinkhere dot com

Is it possible to have ads on a page that are served by Doubleclick without DART for publishers?

Thanks for the info.

I am not sure of current rates, I do know that it is designed for very large publishers.

The doubleclick ads you see on smaller publisher’s sites are more than likely from that site’s advertiser, who is using it to track their campaigns.(dart for advertisers)

As Joetec said, I doubt many of the sites you see ads coming from Doubleclick are from those sites using DART to manage their campaigns. They are far more likely to be from an ad network serving ads through DART, or some ad agencies or advertisers directly use DART for advertisers, which are then put through your more standard ad networks, with the ad remaining hosted and tracked on DART.

Either way, Doubleclick is owned by Google these days, with parts of their DART platform moving towards the Google ad manager which is free. Yes DART is enterprise class with top quality support, personal management etc, but both Google Ad Manager and OpenX are free (at least up to a pretty high number of monthly impressions) and do the job of ad serving and reporting well.

I haven’t looked into the DART exchange, so can’t really comment onhow well that works at finding advertisers, but there are plenty of other advertiser exchange programs about, one of the most notable being Right Media Exchange which lets various ad networks bid over each impression your site generates.


Thanks for all the info.

Finally got a call from a rep. Minimum investment is $5k a month for DART for Publishers and you must have DART to be in the Advertisers Exchange.

How do I go about getting larger advertisers to advertise on my website?

Simply by asking them.

Go to similiar sites as your own, and also go to search engines like Google where they advertise, and send them an e-mail.

DFP costs $0.10 CPM for ad serving but they have a monthly minimum spend requirement. You could also try going through a reseller like www.operative.com to get DFP. DFP is not worth unless you serve millions of impressions a day. Also, the interface is a little rudimentary but that is being revamped since Google bought them out. I would suggest going with something like google admanager unless you really need some features that DFP offers that admanager doesn’t.

I have a new account with ad ad agency that uses DFA. Is there anything special I need to do on my site to be able to display their ads? In other words, I don’t have to subscribe to any services from DoubleClick do I?

I discovered OpenX as a possible alternative 2 DART…does any1 have a “Best of Ten” list regarding these admanagment apps?

No, you don’t need to subscribe to DART. If you get an ad from an advertiser who uses DFA, they’ll provide you with a tag that you simply load into your own adserver and when called, it will redirect to DART.

I’m pretty happy with BittAds myself, also free up to x million ads.
OpenX is nice but not so stable. From what I hear Google Ad Manager is also ok.

Unstable? I’ve downloaded OpenX but not yet installed it…does it have any large inherent blunders to it or BittAds is better by virtue of some “bells & whistles”

I’ve been using OpenX for years and years, and wouldn’t change it - I’ve tried others, but keep coming back to OpenX, especially now they have added OpenX Market to it - set a floor price, and if any of your advertisers can’t beat it, OpenX Market will serve ads from some big advertisers. My CPM jumped when I added OpenX Market.

For a little while, the newest version of OpenX got off to a rocky start, but it’s been worked out now.

You can host it yourself, or use their hosted version.

There’s a learning curve when you start using it! but it’s worth it.