Doubleclick Inc. Completes Acquisition Of Protagona PLC

Acquisition Will Expand DoubleClick's Campaign Management Solutions for Direct Marketers

New York, NY, 11/4/2002 - DoubleClick Inc. (Nasdaq: DCLK), the leading provider of marketing tools for advertisers, direct marketers and web publishers, today announced that its acquisition of Protagona plc (AIM: PTG.L), a UK-based campaign management software company, has been declared wholly unconditional.

Protagona offers a campaign management solution (Ensemble) that allows direct marketers to plan and execute their acquisition and retention programs from their desktop. Under the terms of the acquisition, Protagona shareholders will receive a price of 2.40 pence (approximately $0.037) per Protagona share, valuing Protagona at £8.4million (US $12.9 million).

In the short term, DoubleClick will continue to sell Ensemble as a stand-alone product to enable direct marketers to track and analyze campaigns across multiple touch points from a web-based interface. DoubleClick also intends to examine integration opportunities with its existing execution tools, leveraging DoubleClick's email marketing expertise and Abacus modeling capabilities.

"Marketing is becoming more and more complicated and requires further sophistication as consumers increasingly split their time across channels," said Kevin Ryan, Chief Executive Officer of DoubleClick. "Acquiring Protagona expands DoubleClick's offering to a complete suite of tools for direct marketers to plan, manage, execute, measure and analyze marketing programs across multiple channels."

About DoubleClick Inc.

DoubleClick Inc. is the leading provider of tools for advertisers, direct marketers 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 tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 19 offices around the world.