DoubleClick is prepping an offering that enables publishers to create their own ad networks.
The system shall allow publishers on DoubleClick's DART platform to create and manage their own ad networks, including payments, metrics and other management functions. The ad network "builder" can probably be compared to Ning, a casual service that lets users build social networks.
The ad network builder hails from DoubleClick's recently-minted Revenue Center division, a subset that hopes to help DART publishers find untapped revenue potential within their sites.
