Doubleclick Inc - Continued To Expand In 2000

Although DoubleClick cut back on its acquisitions in 2000, it continued to expand. A strategic partnership with e-mail network Topica gave DoubleClick a stronger position in e-mail marketing. The firm's new DARTmail service would manage Topica's opt-in e-mail lists, which numbered some 5 million unique users. Topica also agreed to buy a half-billion impressions on DoubleClick's Sonar network to promote its opt-in lists. In October 2000 DoubleClick introduced the DoubleClick eMail Network, which aggregated e-mail newsletters into six content categories so that advertisers could run banner and text ads across multiple newsletters with a single media buy.

Internationally, DoubleClick was preparing for a roll-out in Asia, where it established offices in seven regional markets and hoped to break into China's online market. In October 2000 DoubleClick announced a partnership agreement to provide ad management services to China's top Web site, Sina.com. In the United Kingdom, DoubleClickacquired @plan.inc, a market research planning provider. The company's U.K. ad network was reorganized into five specific market sectors: technology, automotive, business, consumer, and leisure.