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DoubleClick Acquires Opt-In Email.com

Online ad giant DoubleClick Inc. Wednesday acquired Opt-In Email.com, a provider of Internet e-mail marketing, publishing and list management.

Terms of the deal were not disclosed. The transaction augments DoubleClick's (DCLK) recently launched suite of consent-based e-mail marketing solutions. Both the acquisition and the new product line make sense; DoubleClick has lagged behind rival 24/7 Media (TFSM) in developing e-mail marketing mechanisms.

Opt-In Email.com delivers content-based e-mail communication programs for more than 25 clients, including online retailers, media firms, software and hardware companies. Clients include Metro-Goldwyn-Mayer, Mail.com, ShopNow.com, Microsoft Corp. (MSFT) and iWon.com.

Opt-In Email.com said it can deliver more than 500,000 unique user messages per hour and to date has delivered more than 1.3 billion e-mails.

On Monday, DoubleClick launched its e-mail strategy with a suite of e-mail products called DARTmail. The product line is comprised of DARTmail for Publishers and DARTmail for Advertisers, and two new media solutions, DARTmail Prospect and DARTmail Network. Opt-In Email will be incorporated into the DARTmail for Advertisers product, providing clients with full-service campaign management solutions immediately.

"As we have outlined in the past, our entry into e-mail marketing was a high priority for us," said Kevin O'Connor, DoubleClick's chief executive officer.

"As a result of this transaction, we will have the ability to immediately offer our clients an extensive e-marketing program... Opt-In Email.com's products offers clients highly effective tools used in building, measuring and delivering comprehensive one-to-one marketing campaigns."