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DoubleClick Launches Abacus New Zealand - Fifteen Members Join the New Alliance - NEW YORK, May 9 /PRNewswire-FirstCall/ -- DoubleClick Inc. (NASDAQ:DCLK), the leading provider of solutions for marketers, advertising agencies and web publishers, today announced the launch of Abacus New Zealand and the recruitment of 15 Alliance members. New Zealand is the seventh country in which the Abacus Alliance concept has been launched, including the successful launch in May 2004 of Abacus Australia. In Australia, Abacus already has 60 participants contributing to its co-operative database. Its data has helped drive over 100 direct marketing campaigns on behalf of its members. Using Abacus' solutions, members have experienced strong growth from their direct marketing campaigns. They are finding that consumers are more receptive to direct marketing campaigns driven by actual purchasing behavior and many are experiencing 'return to sender' rates significantly below the industry average. Using Abacus' industry-leading solutions, New Zealand businesses can now create direct mail order campaigns that deliver greater returns. Abacus' Acquisition Modeling enables members to find qualified mail order responsive prospects beyond their own house file while its Retention Modeling helps marketers to increase profits from their customer database. Direct marketing organizations who become members of the Abacus Alliance stand to gain a deeper understanding of consumer's purchasing behavior through the pooling and analysis of transactional information from the whole membership base. By accessing data from a single co-operative database, members can build a profile on an individual's recent buying behavior across different Abacus Alliance member companies. This unique insight allows them to improve direct mail targeting customer segmentation and return on investment in direct marketing campaigns. "This is very much a market-driven move," said John Lloyd, managing director of Abacus Asia Pacific. "Australia and New Zealand are growing markets for home shopping and a large proportion of households in both countries are responsive to well targeted and relevant direct mail initiatives." "Many of our Abacus Alliance members in Australia sell to New Zealand households and they now want to replicate the success they have experienced in Australia through the Abacus Alliance. The result is that we have already signed up 15 participants to the Abacus Alliance in New Zealand," continued Lloyd. "Establishing the Alliance in Australia last year has clearly been a good move for Abacus. We are equally excited about our future success in New Zealand because there is a growing demand for new approaches to direct marketing targeting." DoubleDay and IMP, members of the Australian Alliance, are among the first members of the New Zealand Alliance. Internationally, there are now over 2,400 members across seven countries in the Abacus Alliance. For further information on the Abacus Alliance, visit the website http://www.doubleclick.com/us/products/direct_marketing. About DoubleClick Inc. DoubleClick is the leading provider of solutions for marketers, advertising agencies and web publishers to plan, execute and analyze their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics solutions help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world. CONTACT: Dave Frankland DoubleClick 212.381.5629 DATASOURCE: DoubleClick Inc. CONTACT: Dave Frankland of DoubleClick, +1-212-381-5629, Web site: http://www.doubleclick.com/ http://www.doubleclick.com/us/products/direct_marketing

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