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To: jason D. who wrote (8273)	7/1/1998 3:25:00 PM
From: Glenn D. Rudolph	Read Replies (1) \| Respond to of 164684

DoubleClick claims 3rd ranked Web audience Reuters Story - July 01, 1998 14:54 %BUS %ENT %US %ADV %HOT %STX %PUB DCLK AOL YHOO NSCP MSFT SEEK V%REUTER P%RTR NEW YORK, July 1 (Reuters) - DoubleClick Inc. said it had the third largest Internet advertising audience reach in April behind America Online Inc. and Yahoo! Inc., citing new data from online market researcher Media Metrix. DoubleClick's sudden rise to the top ranks of the Internet reflects a decision by Media Metrix to begin including the DoubleClick Network and other Web-based advertising networks as part of its standard reports beginning next month. The DoubleClick Network includes more than 170 high-traffic sites around the world and currently serves an estimated 1.5 billion ads each month to 35 million people, the company said. Shares of DoubleClick, which first went public earlier this year, spiraled up more than 21 points on Wednesday before falling back in active mid-afternoon trading to 64-3/4, up 15-1/16. In the last several months, several highly-trafficked Web sites have been added to the DoubleClick Network, including, The Food Network, Animal House, Web MD, Northern Light, MTV Europe and Major League Baseball, the company said. In a statement issued Monday, DoubleClick said its customer base represents a growing portion of the sites receiving online advertising dollars. The company cited a report by Forrester Research that predicts that online ad dollars will shift increasingly from Web portals, or starting points, such as Yahoo!, to content sites in the next couple of years. Currently, portals garner 59 percent of Internet advertising dollars; Forrester expects this to drop to 30 percent by 2002, the report found. The Media Metrix report found that AOL's audience reach includes 46.3 percent of Internet users, while Yahoo has 42.4 percent and DoubleClick has 29.4 percent. Netscape Communications Corp. is No. 4 with 25.8 percent, followed by GeoCities with 25.5 percent, Microsoft Corp. has 24.2 percent, Infoseek Corp. has 17 percent and Microsoft's Microsoft Network has 13.3 percent.