Online marketer DoubleClick says it will hand its advertising effectiveness research practice to Dynamic Logic in exchange for a 10 percent stake in New York-based Dynamic, resolving a potential conflict of interest in DoubleClick's estimation of the value of advertising it sells. Under the deal, independent marketing research firm Dynamic Logic will become the exclusive provider of ad effectiveness research for New-York-based DoubleClick. DoubleClick has the option to earn additional equity in Dynamic Logic and appoint one nonvoting member to its board.
In a separate announcement Thursday, DoubleClick said it has taken a minority stake in technology company Solbright, a provider of online advertising support software. Under the deal, DoubleClick will resell Solbright's AdSuite technology to customers using its Dynamic Advertising Reporting and Targeting (DART) for Publisher and AdServer.