DoubleClick files an IPO

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DoubleClick Dec. 16 filed an initial public offering with the Securities & Exchange Commission. The company said it will offer 2.3 million shares at $12 to $14 per share. The move was not unexpected, but earlier than anticipated by industry watchers. Jupiter Communications analyst Evan Neufeld said the general opinion is that DoubleClick is in a good position right now. However, the unknown factor lies with two new product and service lines, DoubleClick Direct and DART, that DoubleClick is depending on for a future chunk of business, he said.

"They want to go out there and `Yahoo!' it. If you have the market lead, a lot of times people want to go out and really just smother the competition," he said.

Copyright December 1997, Crain Communications Inc.

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