DoubleClick Inc. has launched Abacus Canada, a Canadian version of its Abacus Alliance cooperative database. The debut makes Canada the eighth country in which DoubleClick has established Abacus Alliance operations.
Abacus Canada will enable Canadian mailers to cull mail-order responsive prospects from its cooperative customer file, while at the same time generating revenue by sharing their own customer databases.
As part of its operations, Abacus Canada has formed an alliance with Canada Post Borderfree. The agreement will assist U.S. mailers with order fulfillment, currency conversion and customer support. Estimates peg the value of the Canadian direct mail market at around $26.2 billion.
