DoubleClick Inc. has purchased the equity in Abacus Direct Europe, a consumer data company, it did not already own. The New York electronic marketing firm had previously controlled 50% of Abacus Direct Europe, and Claritas Europe owned the remainder. Terms of the purchase were not disclosed.
Chris Morris, who has been with the Abacus Direct Europe for three years, will continue in his role as managing director.
The purchase allows DoubleClick to consolidate Abacus UK’s revenue into DoubleClick’s revenue results. Claritas, a consumer lifestyle data provider, will continue to provide data products to Abacus’s European operations during the next five years.
Abacus UK was launched in November 1998. It contains roughly 250 million transactions from 26 million households, which are augmented by Claritas’s Lifestye Universe product.
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