DoubleClick to Buy Market Research Firm
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.