TITLE

Abacus merger paves way for reaching Net

AUTHOR(S)
Krol, Carol
PUB. DATE
June 1999
SOURCE
Advertising Age;6/21/1999, Vol. 70 Issue 26, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the merger between DoubleClick and Abacus Direct Corp. in 1999. The two companies agreed to a $1 billion merger through a stock-for-stock transaction. The combined company will use the DoubleClick name. Abacus manages customer databases of most catalog companies as well as some retailers, including Williams-Sonoma and Bloomingdale's. The DoubleClick deal follows on the heels of an agreement between Abacus and Centrobe to form the Abacus Publishing Alliance. According to Sam Cardonsky, vice president of publishing services at Abacus, the ultimate goal of the merger is to be a resource of prospective names and a resource for cross-selling and vertical selling. DoubleClick, through its merger with Abacus, gains an edge in online direct marketing through the market research company's powerful database alliances.
ACCESSION #
1959760

 

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