DOUBLECLICK SELLS PART OF RESEARCH UNIT

Gets 10% Stake in Dynamic Logic

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CHICAGO (AdAge.com) -- DoubleClick is moving its Ad Effectiveness research business to independent market research company Dynamic Logic.

In exchange, DoubleClick will receive a 10% stake in the privately held company that specializes in measuring online advertising through its AdIndex system.

DoubleClick will transfer its Ad Effectiveness clients to Dynamic Logic, which becomes the exclusive provider of this research to DoubleClick.

Dyanmic Logic plans to evaluate DoubleClick's tool to create an online ad measurement standard.

Transferring its Ad Effectiveness unit will allow DoubleClick to focus on its technology-driven media planning, campaign reporting and anlysis tools, officials said.

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