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Technology Stocks : DoubleClick Inc (DCLK)
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To: dabadabadoo who wrote (2309)6/14/1999 12:25:00 PM
From: puborectalis  Read Replies (2) of 2902
 
Don't let the bears get you down...Online advertising firm DoubleClick Inc. (Nasdaq:DCLK - news) this morning announced that it has agreed to buy direct marketing researcher and information provider Abacus Direct Corp. (Nasdaq:ABDR - news) in an all stock transaction. The deal calls for each Abacus share to morph into 1.05 DoubleClick shares, which represents a 25% premium for Abacus shareholders based on each stock's Friday's close. Trading this morning has been somewhat frenetic. After opening down only slightly, DoubleClick stock has now plunged $9 9/16 to $79 1/4 in midday trading. Abacus has settled into a modest $2 7/16 gain at $77.

This deal seems to make quite a bit of sense for DoubleClick, although as a consumer it makes me even more concerned about the loss of privacy. The company runs a cooperative alliance into which over 1,100 direct marketers contribute customer purchasing history. Data from all of these different companies are combined into a single repository, in the same way that your credit history is combined at a credit bureau.

Using these historical buying patterns and statistical models, Abacus helps its member firms determine who is most likely to respond to a particular mail campaign. DoubleClick hopes to transfer Abacus' customer buying data and algorithms onto the Internet to help it develop a much stronger target marketing program.
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