[NPL] DoubleClick and AdKnowledge Form Strategic Partnership
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[NPL] DoubleClick and AdKnowledge Form Strategic Partnership


Amy Shapiro
(212) 655-7671

Katy Boos
(650) 851-5360


Leading Internet Companies Drive Standard Industry Platforms for Web Ad

PALO ALTO, Calif./NEW YORK -- June 3, 1998 -- DoubleClick, Inc., (NASDAQ:
DCLK) the leading provider of comprehensive global Internet advertising
solutions for marketers and web publishers, and AdKnowledge
(http://www.adknowledge.com), the leading provider of web advertising
management products for advertising agencies and their clients, today
announced the formation of a strategic partnership. This agreement is
designed to bring increased efficiency and effectiveness to web advertising
through the creation of standard industry platforms for web ad management.

The goal of the partnership is to facilitate the process of advertising on
the Internet, thereby accelerating the acceptance and growth of web
advertising. As one important aspect of the partnership, AdKnowledge will
now focus primarily on solutions for advertising agencies and their clients
-- the "buy" side of the advertising industry. DoubleClick will partner
with AdKnowledge to support AdKnowledge's "sell" side publishing business.
Customers of AdKnowledge's ClickWise website ad management software will
now be able to use DoubleClick's DART service. DART is DoubleClick's
proprietary ad serving, reporting and tracking technology which is the
backbone of the DoubleClick Network. Financial details were not disclosed.

DoubleClick and AdKnowledge are leveraging their respective leadership
positions to create standard business practices that make it easier to buy
advertising on the Internet. Initiatives in the partnership will include
streamlining the process for trafficking, campaign management and reporting
through a closer integration of information exchanged between DoubleClick's
technology platform, DART, and AdKnowledge's media buying and campaign
management tools, MarketMatch and SmartBanner. Already, more than 1,750
websites of web publishers use DoubleClick technology, and more than 100
top advertising agencies use AdKnowledge's products.

"As the online ad industry continues to expand, there is significant
benefit to creating uniform standards for site publishers and advertising
agencies," says Kevin O'Connor, chairman and chief executive officer of
DoubleClick. "With the standardization that this partnership represents, we
believe that online advertising will improve industry-wide. And, by
consolidating our efforts with AdKnowledge, we believe we can expand DART
reach and market penetration."

"AdKnowledge and DoubleClick share a commitment to superior customer
service and this was an overriding influence as we considered strategic
partnering opportunities," said Scott Kauffman, AdKnowledge president and
chief executive officer. "We believe DART provides the best solution for
website publishers and we are confident our ClickWise customers will
benefit tremendously from the power of DoubleClick's advanced technology."

Added O'Connor, "Our partnering strategy calls for working with market
leaders that can help us move our business objectives forward. We believe
AdKnowledge -- with its leading agency solutions -- is an ideal partner."

About AdKnowledge
AdKnowledge develops and markets a comprehensive suite of web advertising
management products for advertising agencies and their clients. Products
include: MarketMatch, the only complete suite for web media planning and
campaign management; and SmartBanner, the number one independent campaign
placement and performance analysis service. AdKnowledge is a privately held
company funded by Kleiner Perkins Caufield & Byers, Mayfield Fund, Walden
Capital Partners and Partech International. AdKnowledge has headquarters in
Palo Alto, California, maintains offices in New York and San Francisco, and
can be reached via phone 650-842-6500 or on the Internet at

About DoubleClick, Inc.
DoubleClick, Inc. (http://www.doubleclick.net) is a leading provider of
comprehensive global Internet advertising solutions for marketers and Web
publishers. Combining technology and media expertise, DoubleClick
centralizes planning, execution, control, tracking and reporting for online
media campaigns. DoubleClick, Inc. has headquarters in New York City and
maintains offices in London, Tokyo, Madrid, Milan, Sydney, Stockholm,
Toronto, Atlanta, Boston, Chicago, Dallas, Los Angeles, and Silicon Valley,
and currently intends to expand into additional European countries and the
Pacific Rim.

This news release contains statements of a forward-looking nature relating
to the future events or the future financial results of DoubleClick.
Investors are cautioned that such statements are only predictions and that
actual events or results may differ materially. In evaluating such
statements, investors should specifically consider the various factors
which could cause actual events or results to differ materially from those
indicated from such forward-looking statements, including the matters set
forth in DoubleClick's reports and documents filed from time to time with
the Securities and Exchange Commission.


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