DoubleClick, Topica Partner on E-mail Marketing
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The agreement calls for DoubleClick (DCLK) to provide Topica with e-mail list management and sales, through its DARTmail Prospect product. Topica is an early customer of this product, since it was just unveiled in December 1999.
Topica will, for the first time, create opt-in commercial lists, which allow consumers to choose to receive promotional information about products in which they are interested. Topica provides a place where consumers can subscribe to e-mail newsletters on a wide variety of topics, and manage their subscriptions in one place.
"This partnership highlights our ability to deliver world class advertising solutions that will help Topica monetize their email assets as well as effectively bring millions of new customers to their site to sample the Topica experience."
Those new visitors are expected to come in through the purchase Topica will make on DoubleClick's value-oriented Sonar Network. The company has agreed to purchase one-half-billion ad impressions on the network.
The agreement also calls for DoubleClick to sell Topica's e-mail inventory to its advertising clients.