DoubleClick expands into Asia

Internet agency DoubleClick is moving into Asia and Latin America as part of its worldwide expansion.

Internet agency DoubleClick is moving into Asia and Latin America

as part of its worldwide expansion.



The agency will open offices in Hong Kong, Singapore, Taiwan and Beijing

this month, closely followed by Sao Paulo and Mexico City.



DoubleClick UK's managing director Andy Mitchell said each office would

have 'a significant head-count' of 15-20 media staff.



The New York-based agency's international rollout has seen it move into

17 countries in less than 18 months. Its global clients include Disney,

Infoseek, CBS and the International Movie Database.



The move is a further indication of DoubleClick's bid to dominate the

internet advertising sector. In July, it bought out its rival

NetGravity.



The pair will merge in a share-swap deal valued at dollars 530 million,

creating a new media giant representing more than 50 per cent of the

world's top publishers.



In June, DoubleClick agreed to acquire the direct marketing company

Abacus Direct, giving it access to purchasing data on 88 million

households. DoubleClick will now be able to combine data about people's

online and offline spending habits.



This was the first time a new-media company had bought an offline

marketing business and has added fuel to the debate about privacy on the

internet.



The developments put DoubleClick in an increasingly strong position.



In the UK, it competes with rivals Real Media, Engage and 24/7. Mitchell

said its web advertising management system, Dart, was rapidly becoming

an industry standard.



'As well as global reach, we can now offer the three pillars of internet

advertising: media, technology and data,' he commented.





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