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Advertising network DoubleClick and e-mail network Topica today announced a strategic partnership in which DoubleClick will sell ads on Topica’s e-mail and opt-in lists and Topica will advertise on DoubleClick.
Topica hosts and manages e-mail lists, which are like virtual newsletters, for free in exchange for putting ads in the messages. New York-based DoubleClick, known primarily for its Internet advertising, is venturing into the e-mail advertising arena, and the partnership is a significant step in this direction.
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