DoubleClick Inc. is forming an alliance of publishers early next year that would let catalogers get access to opt-in e-mail addresses.
Under the alliance, catalogers would compare their customers’ postal addresses against Web site publishers’ postal addresses. When they find a match, the e-mail addresses that are part of the record will be passed onto the catalog, said Court Cunningham, vice president and general manager of DoubleClick Technology Solutions.
The e-mail addresses made available will only be those for which the consumer opted in to receive marketing offers from third parties.
DoubleClick is the parent of catalog co-op Abacus Direct Corp. Cunningham said catalogs have less than 10% of their customers’ e-mail addresses.
In other news, New York-based DoubleClick has handed off its research division to DynanicLogic, an independent marketing research company. DynamicLogic will become the exclusive provider of this research to the online advertiser.
In exchange for Doubleclick’s research business, known as AdEffectiveness, DoubleClick will receive a 10% minority stake in Dynamic logic, along with the opportunity to earn additional equity in the future. DoubleClick may also appoint one non-voting member to DynamicLogic’s board of directors.
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