The paper, titled "Target Demographics, Before and
After," describes each methodology and shares findings from their results.
Finally, working with the agency Universal McCann on behalf of four
clients (a movie studio, a snack food, a consumer electronics product and a
business software application), IMS used a data modeling approach to correlate
DART for Advertisers ad serving reports to the Nielsen//NetRatings NetView
demographic panel data, also permission-based.
The resulting methodologies are relatively easy to execute and can be
implemented today using DoubleClick's DART for Advertisers ad serving
platform.
(212) 381-5183

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This analysis leads to a discussion of emerging SDR
platforms, and key markets.com/reports/c15738

Laura Wood
Senior Manager
Research and Markets
press@researchandmarkets.

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researchandmarkets.com/cgi-bin/prnh/20040820 /RESEARCH )
The potential impact of Software Defined Radio on the wireless value chain
is immense and will affect end-users, network operators, service providers,
OEM suppliers, and the handset manufacturers , some positively, some
negatively.
The paper is available for free download on DoubleClick's web site:
http://www.

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The significance of software-based signal
processing as a key driver for development of SDR is highlighted, together
with the growing capability in the processing power of digital signal
processors which can now support a wide variety of modulation schemes and
protocols. has global headquarters in New York City and maintains 22
offices around the world.

litwin conceicao

com/reports/c15738 ) has announced the addition
of Software-Defined Radio -- Altering the Wireless Value Chain to their
offering .net .
DoubleClick is the leading provider of solutions for advertising agencies,
marketers and web publishers to plan, execute and analyze their marketing
programs.

overcoming foss

- Study Details New Methodologies for Matching Pre-Campaign Audience Plans
with Post-Campaign Ad Serving Reports -

NEW YORK, DoubleClick (Nasdaq: DCLK)
today unveiled a research study, executed in collaboration with three leading
interactive research companies, which details new methodologies for measuring
the demographic composition of individuals exposed to online ad campaigns,
along with the reach and frequency of the ads delivered to those target
segments. Each of the research firms used different
methodological approaches to achieve similar results.

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newscom. Key attributes of DSP processors , enabling software mobile
solutions, are described, along with other technology enablers for SDR which
have developed or been enhanced in the last two years
From the theoretical to the practical , this report provides a summary of
SDR development so far, within the context of developing cellular standards
and the evolution of wireless subsystems, driven by advances in hardware and
software technologies.
Finally, the proprietary methodologies of the report are used to forecast
worldwide and regional demand for SDR in the period 2004-2010 in terms of
handsets and base stations and in terms of revenue from these segments.

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Since then, the markets, the technologies, the
issues, and the challenges have become clearer, making it possible for us to
delve deeper and produce a more comprehensive review of where SDR is today,
how it is likely to develop in the future, and what impact it will have on the
wireless industry as a whole. Until now, there has been no easy way for advertisers to measure
pre-campaign planning against post-campaign reporting, side-by-side, as they
do in traditional media. By preparing the
campaign in DoubleClick's DART(R) for Advertisers, mOne was able to add an
additional web beacon to each ad unit that corresponded to a
Nielsen//NetRatings cookie, and match those back to members of
Nielsen//NetRatings' permission-based MegaPanel of more than 100,000 members."
"This work provides a good first-step platform for validating the
predictive capability of reach-frequency planning models on the web," said
Gerard Broussard, Senior Partner and Director of Media Analytics Media, mOne
New York. Inquiries about commissioning a similar study may be directed to
Steven Golus, Director, Strategic Services, DoubleClick at
sgolus@doubleclick .

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"Software-Defined Radio -- Altering The Wireless Value Chain" is a
follow-up to the initial study of this disruptive leading edge technology
which was published in 2002. Key drivers of demand
and counterbalancing constraints are highlighted and major issues, such as
system security, regulatory obstacles, and competing technologies are also
discussed.5 million-person eXPanded Coverage (XPC ) panel.

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doubleclick.

About DoubleClick Inc.

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Profiles of major vendors present a brief history ,
financial information, employee figures, SDR related research and development,
SDR products and technologies, recent contracts and news related to SDR.net.

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In addition, the company's marketing
analytics tools help clients measure performance within and across channels.

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Separately, working with the agency mOne on behalf of a client advertising
a baby product, Nielsen//NetRatings used a standard browser cookie approach to
measure the demographic composition of the campaign. DoubleClick's marketing solutions -- online advertising, search
engine marketing, affiliate marketing, email marketing, database marketing,
data management and marketing resource management -- help clients yield the
highest return on their marketing dollar.

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DoubleClick commissioned media research firms comScore Networks ,
Nielsen//NetRatings, and Interactive Market Systems (IMS) to work respectively
with the ad agencies MediaVest, mOne and Universal McCann to produce reports
for live campaigns in order to demonstrate the effectiveness of online ads in
accessing target demographic audience segments within measurable
reach/frequency objectives.

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"The tremendous value of this study is not in the actual results uncovered
for each live campaign, but rather in the pilot methodologies developed by
DoubleClick and its research partners, which can be leveraged by the entire
online advertising industry," said Doug Knopper, Senior Vice President and
General Manager, Ad Management, DoubleClick.

grids gianluca

DUBLIN, Ireland , Research and Markets
(http://www.com
Fax: +353 1 4100 980

comScore was then able to
establish the demographic composition of the audience exposed to the campaign
based on their knowledge of their own panel members.

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Topics covered in the report include:

- What is SDR?
- Definition of Software Defined Radio
- Software Defined Radio Technology
- Software Defined Radio: Evolution, Current Status and Adoption
- Software Defined Radio: Future and Challenges
- Software Defined Radio: Market Forecasts and Analysis
- Conclusions

For more information visit
http://www.researchandmarkets .

Sites that offer methodologies and techniques for managing the flow of knowledge between individuals in organizations and institutions.

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Research and Markets: Software-Defined Radio - Where is the Market Headed?

distributed frictions

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The report then goes on to consider the future of SDR and this
technology's prospects for meeting the challenges ahead.
DoubleClick Inc.

mameli gianluca

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(Photo: NewsCom: http://www.
For example, working with the ad agency MediaVest on behalf of a skincare
product advertiser, comScore used an image-matching technology to recognize
creative ad units as they appeared in the browsers of its permission-based
1.

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DoubleClick Pilots New Methodologies For Analyzing Online Target Demographics in Post-Campaign Ad Reports

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This report, first of all, provides an overview of the technologies
involved in SDR and explains the key differences between this platform and
traditional wireless technologies. "Now, we see that reliable
reports detailing audience composition on a post-campaign basis, and the reach
and frequency of actual ad exposures to target demographics, can be provided
to advertisers without great difficulty or technical complexity.

Contact:
Jenny Connorton
DoubleClick Inc.

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