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Article: ABACUS MERGER PAVES WAY FOR REACHING NET: DOUBLECLICK LINK IS LATEST IN SPATE OF DEALS FOR RESEARCHER.
- Article from:
- Advertising Age
- Article date:
- June 21, 1999
- Author:
CopyrightCOPYRIGHT 1999 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Abacus direct corp. is soon to be a name of the past, but the series of deals the direct marketing research company just completed guarantees its database, the basis of its $47 million business, will continue to thrive.
Online ad network DoubleClick and Abacus last week agreed to a $1 billion merger through a stock-for-stock transaction. The combined company will use the DoubleClick name.
Broomfield, Colo.-based Abacus manages customer databases of most catalog companies as well as some retailers, including Williams-Sonoma and Bloomingdale's.
``Abacus wants to take its techniques onto the Net,'' said Chairman-CEO Tony White, who will become ...