In a move to help advertisers deliver targeted opt-in email, DoubleClick has partnered with Backwire.com. Under the terms of the agreement, DoubleClick will exclusively sell sponsorship units for all
of Backwire's opt-in email newsletters. Backwire email publications cover 32 popular lifestyle interests such as Health & Fitness, Travel, Personal Finance, Food & Wine, Entertainment, Internet &
Technology, etc. Backwire allows users to preview content at dozens of the top sites within a category and then use their email to surf the material that catches their interest. Currently, Backwire is
sending over 35 million targeted email newsletters per month to more than 1.5 million subscribers. With this partnership, DoubleClick will enable its advertisers to buy sponsorship units across
Backwire's 32 email newsletters.
