DoubleClick on Monday responded to rival Atlas's announcement last week of a new video-ad platform with the launch its own system.

DoubleClick's Dart Motif for In-Stream is intended for online publishers, however, and provides for the tracking of a wide range of metrics and video ad formats, writes MediaPost. Aside from impressions, clicks and conversions, Dart Motif for In-Stream offers reports on more specialized video metrics such as mutes, pauses, average view times and full-screen views. The new product complements DoubleClick's video ad division, Klipmart, which is aimed at agencies and advertisers.

"The two products play well together and we will continue to develop both of them," Ari Paparo, vice-president of rich media at DoubleClick is quoted as saying. The new system would have particular appeal for online ad networks "because of the need to run video on a lot of sites and to have to standardize the technology," he told MediaPost.

Dart Motif for In-Stream offers a range of video ad effects beyond pre-roll and is fully integrated with Dart for Publishers, providing publishers with reporting and inventory management for both their video and non-video advertising, DoubleClick said in a statement. All in-stream reporting is IAB-standards compliant and based on the Dart ad server, it said.

Dart Motif for In-Stream was built with the television workflow in mind and also integrates support of Ad-ID codes, developed by the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (AAAA).

With Ad-ID support, Motif for In-Stream will allow online video reporting to be tailored to the needs of traditional TV media buyers, according to DoubleClick.