DOUBLECLICK’S DART MOTIF SOLUTION FOR RICH MEDIA CREATION, DELIVERY AND REPORTING NOW AVAILABLE ON MSN

-- MSN Becomes Certified for DoubleClick’s Rich Media Solution across its Network of Sites --

New York, 8/25/2004 - DoubleClick Inc. (NASDAQ: DCLK), the leading provider of solutions for advertising agencies, marketers and web publishers, today announced that the MSN network of Internet services is the first network of its size to be certified to accept three formats of DART® MotifSM rich media, specifically expandable banners, floating and in-page ads, across its key network properties.

The MSN Network is a notable addition to a long list of preferred publishers for DART Motif which includes CBS Inc, Cox Interactive Media, MTV Networks and NYTimes.com. Overall, any publisher site can accept DART Motif ad tags.

"MSN wants to offer its advertisers a broad array of media delivery and reporting solutions," said Eric Hadley, director of advertising and marketing for MSN. "DoubleClick’s DART Motif is an innovative and efficient solution for executing rich media and we’re pleased to certify our key properties for DART Motif campaigns."

Created by integrating Macromedia Flash MX 2004 with DART ad management solutions, DART Motif enables users to simplify and save time at every step of the rich media process. Flash MX 2004 is the solution for developing highly visual interactive content and applications that deliver engaging experiences for the online viewer.

Marketers and ad agencies using DART Motif for their rich media campaigns benefit from increased efficiency, improved campaign performance, customized levels of service and centralized reporting. By becoming DART Motif-enabled, publishers can meet the demand from advertisers and their ad agencies which use DART Motif.

"This important relationship with MSN is another step in creating an industry standard to help simplify the buying and execution of high-impact rich media. Quick implementation is a key component to DART Motif and is integral to growing rich media usage overall," said Doug Knopper, senior vice president, Online Ad Management, DoubleClick. "We’re pleased to be able to support MSN in helping advertisers enjoy a smooth process across three key types of DART Motif rich media ads, ranging from banners to floating ads to expandables."

For more information about DART Motif, please visit www.doubleclick.net.

About DoubleClick Inc.

DoubleClick is the leading provider of solutions for advertising agencies, marketers and web publishers to plan, execute and analyze their marketing programs. 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. In addition, the company`s marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world.