DoubleClick Buys Abacus Direct

from the market-research dept

DoubleClick announced this morning that it is buying Abacus Direct a market research firm. While not a huge surprise, it brings up a few interesting things. It certainly shows that DoubleClick is looking to expand a bit, and realizes that simple ad banner sales aren't a viable long term strategy. How to use the market research to better target ad sales might be tricky, but I think if they're creative, they'll be able to design a few new business ideas out of the combination.

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