DoubleClick Exits its Ad Effectiveness Business

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DoubleClick Inc. DCLK.O, hurting from a slumping advertising market, announced on Wednesday a deal through which independent marketing research firm Dynamic Logic, will take over its Ad Effectiveness research practice.

The New York-based online marketing firm said in exchange for its Ad Effectiveness business, it will receive a 10 percent minority stake in Dynamic Logic.

DoubleClick said it also has the opportunity to earn additional equity in the practice in future. Dynamic Logic specializes in measuring online advertising using its AdIndex system.

The AdIndex enables advertisers to measure online advertising beyond the click using traditional branding metrics such as brand awareness, message association, purchase intent and brand favorability.

DoubleClick said it will, however, continue to provide media planning tools like @plan, as well as campaign reporting and analysis tools such as DART for Advertisers (DFA).

Shares of DoubleClick, which was once a market darling during the height of the dot-com boom, finished down 3 cents or 0.3 percent at $10.02 on the Nasdaq stock market.

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