DoubleClick, Abacus Agree to $1 Billion Merger

Share this content:
Online advertising agency DoubleClick Inc., New York, said today that it has agreed to acquire database provider Abacus Direct Corp., Broomfield, CO, in an effort to create a marketing vehicle that can produce targeted marketing solutions both online and off.


The terms of the $1 billion all-stock agreement call for DoubleClick to issue 1.05 common shares for each share of Abacus common stock. The transaction is expected to close late in the third quarter. On Friday shares of DoubleClick closed at just under $89, while Abacus shares closed at about $74.50.


The merger folds Abacus' off-line database modeling techniques into in the world of Internet marketing, where DoubleClick has operated exclusively. Abacus manages the Abacus Alliance, a database containing records from 1,100 merchandise catalogs that is used by direct marketers to predict purchasing behavior.


"DoubleClick's online ad serving technologies and media expertise, combined with Abacus' database marketing and customer targeting expertise, will enable customers to receive the most relevant and effective messages at the right time," said Tony White, founder, chairman and CEO of Abacus, in a prepared statement.


Kevin O'Connor, chairman and CEO of DoubleClick, will become chairman and CEO of the combined company, which will be called DoubleClick and will be based in New York. White will join DoubleClick's board and will oversee the expansion of Abacus's products into the Internet. Abacus will remain in Colorado.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above