Abacus has signed up 15 initial members in New Zealand, including DoubleDay and IMP. The alliance gives members access to prospects outside their own databases and, in addition, Abacus helps them to increase profits from existing customers.
With the launch into the New Zealand market, Abacus has now rolled out the Alliance concept into seven markets.
John Lloyd, managing director of Abacus Australia, said: "This is very much a market-driven move. Australia and New Zealand are growing markets for home shopping and a large proportion of households in both countries are responsive to well-targeted and relevant direct mail initiatives."
Abacus Australia now has 60 members, mostly within the mail order, charity and publishing sectors.
Abacus is a division of DoubleClick, which was bought by private equity firm Hellman & Friedman for $1.1bn (£520m) last month.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .