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DoubleClick Stock Up 20%; Audience Reach Report Fuels Gain

DoubleClick shares jumped almost 20% today to as high as $60 after the Web banner ad network announced it is number three behind America Online and Yahoo! in overall users according to Media Metrix surveys.

The survey showed DoubleClick (NASDAQ:DCLK) with an audience reach (similar to the term used for TV) of 29.4%, ranking it more than 10% behind second place Yahoo! at 42.4%. AOL was first with 46.3% according to the audience measurement firm.

The news was not free from controversy, however, as we received a message from LinkExchange Network (one of DoubleClick's competitors) that said the audience numbers went like this: AOL, Yahoo!, Microsoft, LinkExchange and then DoubleClick.

Regardless of the battle off Wall Street, investors are pouring into DoubleClick today as it is the only Web ad network stock they can focus on.

LinkExchange is still a privately-held firm, a status that may not last for much longer as DCLK shares continue to zoom.