DoubleClick has announced that it is to acquire online market research company @plan in a deal thought to be worth around dollars 120million (pounds 82.3m). DoubleClick will use the acquisition to build an independent research division.
Currently, @plan boasts over 500 clients, including internet advertisers, agencies and web publishers such as Microsoft, eBay and CNN Interactive.
Subject to approval, the deal should be completed by the end of this year, with @plan retaining its brand and becoming a subsidiary of DoubleClick.
Greg Ellis, DoubleClick's vice president and general manager of research, will become president of @plan
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