Doubleclick switches on to interactive TV

A liberating deal for the online ad outfit

Online ad company Doubleclick is to develop adverts for interactive television, in a deal with digital TV software company Liberate. The move comes as Doubleclick's revenue from online advertising plummets. Third quarter revenue for 2001 sank 31 per cent on last year to $92.7m. The two companies have started to integrate their technologies, and Doubleclick said it plans to become an infrastructure partner in Liberate's PopTV programme, which integrates technology components for interactive TV operators.