DoubleClick to buy FloNetwork

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Two months after DoubleClick's planned stock-swap acquisition of e-mail list broker NetCreations fell through, the ad network has agreed to buy Toronto-based FloNetwork, a provider of e-mail marketing technology.

DoubleClick, which launched its own suite of e-mail marketing products last October under the DARTmail umbrella, will leverage privately held FloNetwork's software and infrastructure technology to deliver more than 500 e-mails per month to the companies' combined roster of more than 200 direct marketing clients. Although DoubleClick would not disclose terms of the deal, the stock and cash transaction is separate from the $5 million the company plans to spend on internal e-mail devlopment this year.

Copyright February 2001, Crain Communications Inc.

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