RealTime IT News

Advertising/Marketing Sector Builds A Buzz

A seemingly endless supply of companies, along with DoubleClick and CMGI's voracious appetites, could make the advertising/marketing sector as popular as B2B e-commerce stocks next year.

It resembles not so much a chess match as a race to buy up all the pieces on the board.

Online ad services and direct marketing rivals DoubleClick (DCLK) and CMGI (CMGI) continue their battle for supremacy in online advertising and direct marketing, with CMGI making the latest move by announcing Wednesday its plans to buy "opt-in" e-mail marketer yesmail.com.

It's actually more of a countermove, coming after DoubleClick's announcement two weeks ago that it would launch two e-mail advertising services in 2000.

This showdown has been brewing all year, but the action intensified in September when CMGI bought three online ad-related companies: Flycast Communications (FCST), AdForce (ADFC) and AdKnowledge.

Soon after rumors were flying about DoubleClick buying competing ad-services company 24/7 Media (TFSM). All this activity and speculation made advertising/marketing the hottest of 12 Internet sectors for much of the early fall. (Advertising Sector Feeding Frenzy)

DoubleClick never did buy 24/7 Media (or at least it hasn't yet). In fact, 24/7 Media announced in early November a new ad delivery and management system that competes with offerings from DoubleClick and AdForce.

And the advertising/marketing sector cooled off for much of October and November. But it roared back in the past two weeks, leading all Internet groups with an astounding 41 percent gain in the week ended Dec. 8. (Special Deal For Internet Stocks)

Meanwhile, a half-dozen other advertising and marketing companies have gone public since October, creating even more buzz around the sector.

This seemingly endless supply of companies, along with DoubleClick and CMGI's voracious appetites, could make the advertising/marketing sectoras popular as B2B e-commerce stocks next year.


Introducing Internet StockTracker, the new weekly e-mail newsletter from internet.com Corp. Every Friday internet.com will deliver to your e-mail in-box the latest performance data on individual Internet companies and their competitors. Internet StockTracker will deliver to you all the statistics you need to assess the week's activity. Subscribe today and receive the Charter Rate of $157 -- a savings of $70 off the regular subscription price! e-newsletters