New York-based internet advertising specialist Double Click has further extended its online activities with the $191 million acquisition of fellow Big Apple e-denizen, NetCreations. The latest buy follows hard on the heels of Double Click’s $120m cash and stock purchase of Atplan last month.

The latest all-stock deal propels Double Click into the vanguard of email marketing with combined databases totalling 22m records.

A bevy of big names adorns NetCreations’ client list, including Dell Computer, Compaq, J Crew and Ziff-Davis. Its database contains over fifteen million names and email addresses – to which it claims to add around 50,000 daily.

The merger, which is subject to regulatory and shareholder approval, is expected to be formalized before the year end.

News source: Financial Times