(MarketingVOX) To maximize advertisers' return on investment and provide online publishers with the ability to match ads with the most appropriate audience, DoubleClick has unveiled a new optimization tool - DART Adapt - for its DART for Publishers platform, reports ClickZ. Based on publisher-defined rules, DART Adapt determines - based (anonymously) on user activity or behavior and using statistical modeling - the best ad to serve that user to ensure a higher conversion rate.

"Optimization solutions are emerging as an important area in the market. Ultimately, it's about how to drive the best conversion, to increase the effective ROI for advertisers and increase the value of the inventory for publishers," Brad Bender, VP of optimization solutions at DoubleClick, is quoted by ClickZ as saying.

Some 100 advertisers have been running campaigns that have branding or direct response goals on a handful of sites using the tool during the beta test. 24/7 Real Media and Falk eSolutions, which DoubleClick is acquiring, offer similar behavioral targeting.