DoubleClick to Buy Market Research Firm

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Internet advertising firm DoubleClick, New York, yesterday said it will acquire online market research firm @Plan Inc. The cash-and-stock deal is valued at $120 million, according to reports.

DoubleClick said it expects atPlan will help create a foundation to build its own research division, which will provide clients with market research for targeted advertising.

@Plan, Stamford, CT, tracks consumer survey responses about lifestyle, product preferences and demographic information, with interactive software platforms. The company provides online market research to more than 500 clients, including Microsoft Corp., eBay and Paine Webber.

The deal is expected to close in the fourth quarter pending @Plan shareholder approval.

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