Dynamic Logic Takes Over DoubleClick Unit

By: Ann Mack (Adweek IQ) Dynamic Logic plans to assume DoubleClick's Ad Effectiveness research practice in a deal that gives DoubleClick a 10% stake in the New York-based research company. In addition to the minority stake, DoubleClick will receive the chance to earn additional equity in the future and the right to designate one non-voting member to Dynamic Logic's board.

In turn, Dynamic Logic inherits DoubleClick clients that used this particular research practice. The New York-based online ad company will also refer clients to Dynamic Logic for customized research on the effectiveness of online advertising -- the crux of the Ad Effectiveness product. DoubleClick still handles media planning and analysis research.

Primarily a technology driven company, DoubleClick sought a taker for the research practice since it wasn't a part of their core business, a company representative said. In November, the company sold its European media network to AdLink in exchange for a stake in the German ad firm.