DoubleClick Buys Part of Cost-Per-Click Network

Share this article:
No. 1 online ad network DoubleClick Inc. spent $85 million in cash and stock last week to take a 30 percent stake in ValueClick Inc., Carpinteria, CA, an ad network that charges marketers on a per-click basis rather than a cost-per-thousand impressions basis. DoubleClick, New York, also received a warrant to buy another 15 percent of ValueClick within 15 months.


DoubleClick said it will work with the smaller network to integrate Dart, DoubleClick's ad-serving system, with ValueClick's technology platform. DoubleClick gained two seats on the other firm's board of directors.


ValueClick's performance-based advertising model contrasts with DoubleClick's traditional approach, which has been to charge high CPM rates for banners on marquee Web sites.


DoubleClick's move follows San Francisco-based network Flycast Communications Corp.'s December introduction of its own cost-per-click program called CPCnet. DoubleClick rival CMGI is slated to acquire Flycast later this month.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.