One important reason DoubleClick sought FloNetwork was for its b-to-b know-how and client base. Toronto-based FloNetwork’s enterprise clients include Continental Airlines. "B-to-b is actually on the tech side becoming more important," said Court Cunningham, DoubleClick’s VP-general manager.
With the FloNetwork acquisition, DoubleClick is not seeking to make up for its abandoned effort to buy NetCreations Inc. That deal was intended to develop DoubleClick’s e-mail media and list strength, areas the company is now developing in-house. DoubleClick announced its intention to buy New York-based NetCreations last October and backed out of the deal in December. Rome-based SEAT Pagine Gialle SpA subsequently bought NetCreations.
Some jobs will be axed during DoubleClick’s acquisition of FloNetwork, Cunningham said, without specifying how many. DoubleClick has about 1,900 employees and FloNetwork has about 200.