Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association


DoubleClick Launches Abacus Canada

-- Teams with Canada Post Borderfree to Aid in Fulfillment --

DoubleClick Inc. (NASDAQ: DCLK), the leading provider of solutions for marketers,
advertising agencies and web publishers, today announced the launch of Abacus Canada
at the Direct Marketing Association’s Annual Catalog Conference in Orlando, Florida.
Canada is the eighth country in which DoubleClick has established Abacus Alliance operations.

Abacus Canada has formed an alliance with Canada Post Borderfree to assist U.S. mailers
with order fulfillment, currency conversion and customer support. Combining the expertise
and experience of Abacus and Canada Post Borderfree creates a unique opportunity for U.S.
mailers to target and service customers within the $26.2 billion Canadian direct-mail market.

Over twenty leading U.S. mailers, including many well-known brands such as Restoration
Hardware and Ross Simons, have already joined the Abacus Canada Alliance.

For Canadian mailers, the Abacus Alliance introduces the power of transactional cooperative
data to the lucrative and growing Canadian direct mail market. Using Abacus’ industry-leading
solutions, Canadian businesses can now create direct mail order campaigns that deliver greater
returns. Abacus Acquisition Solutions enable members to find qualified mail order responsive
 prospects beyond their own house file while Abacus Retention Solutions help marketers to
 increase profits from their customer database.

Direct marketing organizations who become members of the Abacus Alliance stand to gain a
deeper understanding of consumer’s purchasing behavior through the pooling and analysis of
transactional information from the whole membership base. By accessing data from a single
cooperative database, members can build a profile on an individual’s recent buying behavior
across different Abacus Alliance member companies. This unique insight allows them to
improve direct mail targeting customer segmentation and return on investment in direct
marketing campaigns.

“A key goal for Canada Post Borderfree is to help U.S. merchants ‘internationalize’ their web
and catalog businesses to compete effectively in the Canadian market,” said Patrick Bartlett,
president of Canada Post Borderfree. “By combining our expertise with Abacus’ proven
cooperative data concept, we are set to truly revolutionize the direct mail industry in Canada.”
“The Abacus Alliance concept has been proven in several countries and continents around the
world,” said John Spencer, Managing Director of Abacus Canada. “We are in a great position
in the Canadian market to bring the power of transactional data to Canadian mailers to help
them optimize their current mailings, in addition to providing targeted access to U.S. mailers to
the Canadian direct mail market.”

Globally, there are now over 2,400 members across eight countries in the Abacus Alliances.
For further information on the Abacus Canada Alliance, visit

About DoubleClick Inc.
DoubleClick is the leading provider of solutions for marketers, advertising agencies and web publishers to plan, execute and analyze their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics solutions help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world.

About Canada Post Borderfree
Based in Toronto, Ontario, Canada Post Borderfree is a strategic partner in market expansion, offering expert solutions that enable multi-channel retailers to replicate their domestic consumer shopping experience, enter new markets seamlessly, and achieve business growth. The catalyst to success in market expansion hinges on an alchemy of intuitive marketing, simple but scaleable technology and proven logistics. Canada Post Borderfree partners feel confident that their relationship is backed by the credibility and network of Canada Post Corporation. With proven technology and unparalleled market intelligence, Canada Post Borderfree has helped leading US retailers, such as LL Bean, Brookstone, Lands’ End, Puma, and Sephora, achieve success in new markets since 1999. Visit
for more information.

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