America Online, Inc. announced that DoubleClick, Inc. will provide ad serving, inventory management and delivery operations to AOL Media Networks.

The partnership allows DoubleClick to serve ads on AOL web properties such as AOL Instant Messenger, Compuserve, Netscape, Mapquest and Moviephone. 

Currently, DoubleClick's ad management platform, DART for Publishers (DFP), is being piloted on Mapquest and will be implemented across all AOL brands later this year.

"We are thrilled to help AOL manage their vast online ad inventory which plays a significant role in many advertisers' media buys. With a media property as large as AOL adopting the DART technology, already widely used by online advertisers, we're creating a common technology platform and industry standard for online ad management," says David Rosenblatt, president, DoubleClick.

Last summer AOL acquired Advertising.com, an ad network with ad serving capabilities. However, AOL has selected DoubleClick to be the company's primary ad serving partner.

AOL Media Networks President Mike Kelly says, "Our new relationship with DoubleClick gives AOL a real edge in the ad market. With the brand name expertise of both DoubleClick and Advertising.com in our corner, we will have what nobody else has - absolutely state of the art ad serving and optimization."

The companies did not disclose any financial terms of the partnership.