Privacy concerns rendered DoubleClick's $1.7 billion purchase of Abacus in 1999 a losing proposition; now, DoubleClick has agreed to sell its Abacus unit to Alliance Data Systems for $435 million.
When DoubleClick grabbed Abacus near the end of the first dot-com bubble, they must have thought the transactional data managed by Abacus would help them enrich their ad capabilities. If you knew enough about what transactions people have made, you could predict what they might buy next.
But as Reuters
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DoubleClick Dumps Abacus At A Loss
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