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more than 171 million) in Europe in 2007. This should be compared with Advertising.com (AOL, more than 106 million), Yahoo! sites (more than 96 million), Microsoft sites (more than 149 million) and TimeWarner network

(AOL, more than 78 million). At the worldwide level,

companies are active: Yahoo! / RightMedia / Blue Network / DRIVEpm / Mediabrokers / AdECN; TAcoda / Quigo; ValueClick; and Tribal Fusion.

Lithium; AOL /

broadly the same Microsoft / Atlas Advertising.com /

      • 7.1.2.

        DoubleClick

        • 7.1.2.1.

          Ad serving

  • 113.

    DoubleClick offers tools that provide display ad serving functionality, either

for advertisers or for publishers. DoubleClick derives [40-50%]* of its revenues from sales to advertisers and [40-50%]* from sales to publishers. DoubleClick's tools for publishers are DFP and its "non-hosted" version DE (DART for Enterprises), used by […]* of its publisher customers. DoubleClick's tool for advertisers is DFA, which is only provided as hosted application77.

  • 114.

    On the advertiser side, DoubleClick is the leading player together with aQuantive/Atlas (recently acquired by Microsoft). They each have about 35% market share in the EEA and also compete with smaller rivals such as ADTECH, Mediaplex and others. This equal split between DoubleClick and aQuantive/Atlas also characterises the market at the worldwide level.

  • 115.

    On the publisher side, the market investigation points to DoubleClick leading with approximately [40-50%]* market share in the EEA, followed by 24/7 Real Media/OpenAdStream (recently acquired by the advertising agency WPP) with less than 25% and ADTECH/AOL (less than 20%). This leadership of DoubleClick is also confirmed at the worldwide level.

77

As indicated earlier, DoubleClick's DFA and DFP products are primarily residing on DoubleClick's systems, which host the overall DART infrastructure, and are accessed by the customers through a web browser. However, software providers may provide "non-hosted" versions of their tools, as is the case for DoubleClick's non-hosted version of DFP called DE, which runs on the publisher's own server. DoubleClick does not provide a non-hosted version of its advertiser's tool DFA.

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