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CMGI, which has bought its way into the limelight with a series of interactive acquisitions, has consolidated three of its majority-owned Internet companies to form what many industry watchers see as a potential rival to DoubleClick.
The consolidation was announced last week when Engage–which is now 87 percent owned by CMGI–took over the management of Flycast Communications, San Francisco, and Adsmart, New York. The combined company will be called Engage.
During the next three to six months, Engage will launch a branding campaign, and Flycast and Adsmart will cease to exist as separate entities.
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