24/7 Media Inc., an Internet advertising network, has sued competitor DoubleClick, Inc. for patent infringement. in U.S. District Court in New York.
The suit, on file with the U.S. District Court for the Southern District of New York, alleges that DoubleClick has infringed on 24/7’s patent for its online system for providing targeted content and advertising to viewers.
24/7 is challenging DoubleClick’s use of a DART ad serving system, enabling it to target specific ads to certain users based on usage patterns, according to a story on MarketingClick.com.
24/7 is seeking an injunction to bar DoubleClick from further infringement and will seek monetary damages for the period between last Feb. 1 and the resolution of the case, according to Mark Moran, general counsel for the firm.
In an interview, Moran said that 24/7 began suspecting patent infringement last February but apparently did not have sufficient evidence until last May.
DoubleClick executives were unavailable for comment. But Elizabeth Wang, the firm’s vice president and general counsel, said in a statement, that, “based on our initial review of the patent, we believe that any claim of infringement would be baseless. We will defend ourselves vigorously.” Wang added, “we have not yet seen the complaint.”
No trial date has been set.
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