Non-Spam monster created

DoubleClick buys opt-in email firm

Online advertising company DoubleClick is to buy NetCreations in a $191 million share swap.

The deal will create the world's biggest email management group, DoubleClick claimed today, allowing marketers access to 22 million email addresses.

NetCreations' PostMasterDirect.com has 15 million addresses and adds 50,000 new names daily. It specialises in email address list management, brokerage and delivery.

New York-based DoubleClick will swap 0.41 of a share for each NetCreations share. Based on yesterday's closing price, the agreement values NetCreations at $12.15 per share, a 17 per cent premium over its ten day average share price. The deal is expected to be completed in the fourth quarter of this year.

"NetCreations is not only a profitable company, but the clear market leader in email address list management and brokerage," said Kevin Ryan,
DoubleClick CEO.

"NetCreations' strong customer base of over 350 sites and 15 million double opt-in email addresses, combined with DoubleClick's List Services product and infrastructure resources, ensures that we will have the ability to provide the broadest range of email marketing products in the business." ®

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