DoubleClick forms partnership with Omniture for web analytics

Less than three years after it launched its own analytics product, SiteAdvance, to complement its online e-mail and ad serving products, online advertising provider DoubleClick Inc., is discontinuing SiteAdvance and has instead formed a partnership with web analytics provider Omniture Inc., the companies announced. Omniture’s analytics product, SiteCatalyst, will be integrated with DoubleClick’s DARTmail and DART for Advertisers.

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Current users of SiteAdvance will have the opportunity to migrate to SiteCatalyst starting in the first quarter of 2005. DoubleClick says it will support SiteAdvance until the migration is complete.

Analytics are relevant for two different areas: measuring campaign effectiveness and customer behavioral metrics, says David Rosenblatt, DoubleClick’s president. “We realized what our customers want from us, and our strength is not is behavioral metrics,” says Rosenblatt. “Uniquely, Omniture is strong in both the marketer and publisher verticals, which is important to use because we also have a big publisher customer base.” The partnership will allow each company to focus on its core strengths, he adds. DoubleClick will actively market and resell SiteCatalyst under the agreement.

Some 50-60 customers across several industries currently use SiteAdvance. While Rosenblatt did not disclose numbers on how many will migrate to SiteCatalyst, “We expect every major customer will transfer over,” he says. “We believe our customer relationships are strong because they already are using our other products.”