DoubleClick, Backwire pair up to personalize

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DoubleClick is partnering with e-mail newsletter publisher Backwire in an effort to help its own publisher clients achieve one-to-one customization of their newsletters. DoubleClick licensed Backwire's customization technology to enhance its own DARTmail Publisher technology, which enables publishers to dynamically target ads and content. In addition, Backwire signed a multi-year agreement with DoubleClick to deliver its 32 e-mail newsletters - covering lifestyle subjects like entertainment, health & fitness, and travel - to its three million subscribers using DoubleClick's ad serving solution. Backwire's patent-pending technology helps publishers and marketers develop personalized content, advertising and commerce opportunities by analyzing preferences, interests and lifestyle information provided by subscribers.

Copyright December 2000, Crain Communications Inc.

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