DoubleClick Dumps Email Marketing Unit
Alliance Data Systems Corp. has purchased the email marketing unit for $90 million, and gains access to DoubleClick email clients like AOL and Proctor & Gamble.
The deal follows last year’s purchase of DoubleClick for $1.1 billion by a private equity firm based in San Francisco, DMNews.com reported.
Over the past two years, other companies have actively bought up several email marketers, the article said:
Alliance also purchased direct marketer Epsilon and the Bigfoot Interactive email marketing firm during the past two years. But will the DoubleClick deal looks like an absolute steal in a couple of years?
DoubleClick’s email unit is a business that generates $40 million in revenue. Hellman & Friedman, DoubleClick’s owning firm, gave that stream away in exchange for two and a quarter years’ revenue. Eric Kirby, general manager of DoubleClick Email Solutions, New York said in the report DoubleClick has reasons for doing so:
David Utter is a staff writer for WebProNews covering technology and business.