It's no surprise when a company with a product to sell publicizes the endorsement of four out of five doctors. But when it trots out a recommendation from drkoop.com (KOOP) -- well, that's another story.

L90

(LNTY)

, an ad network and advertising technology firm that competes in the field dominated by

DoubleClick

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(DCLK)

, announced Wednesday that it had signed an exclusive advertising-representation and ad-serving deal with medical site drkoop.com.

That's all very well and good, except for the fact that drkoop doesn't exactly carry with it the halo of good fortune and success. Over the past few months, the online medical site has been a regular in the news -- but mostly because of its cash-burning ways, layoffs, new management team, retrenchment, and appearance as a defendant in shareholder lawsuit filings. drkoop, which has a 52-week high of $19.88, was down 3 cents at midday to $1.13.

"drkoop remains a leading health-care destination site with more than 16 million pages views a month," said John Bohan, L90 president, in a press release. He called the site an "amazing" resource for advertisers to reach a highly targeted audience on the Web. Bohan couldn't be reached immediately for further comment.

Credit terms for the deal weren't disclosed.

L90's stock was up 3 cents Wednesday, trading at $7.59.