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DoubleClick

May 2004 Investor Presentation

We Make Marketing Work Better

plan

execute

analyze

© 2003 DoubleClick Inc. All Rights Reserved. May 18, 2004

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Forward Looking StatementsThis presentation contains forward-looking statements including earnings and revenue projections and future plans. The results or events predicted in these statements may vary materially from actual results. Factors that could cause actual events or results to differ from expectations include: lack of growth or decline in online advertising and marketing, intense competition in our industry, integration failures, changes in government regulation, operational failures and other risks that are contained in our SEC filings; including our most recent report on Form 10-Q.

Forward-looking statements represent our estimates only as of today and should not be relied upon as representing our estimates as of any subsequent date. While we may elect to update forward-looking statements at some point in the future, we may choose not to do so even if our estimates change. We will also refer to certain non-GAAP financial measures in this presentation. The non-GAAP financial information is provided as a compliment to results provided in accordance with GAAP and management uses this information in analyzing the progress of the business.

Please see the DCLK earnings press release dated April 15, 2004, for a reconciliation of EBITDA* to GAAP net income. Please see the Form 8-K filed on April 15, 2004 by the Company with the SEC for a discussion of why the Company believes EBITDA is a useful financial measure to investors and how management uses it.

*As presented herein.

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Agenda

• DoubleClick Overview• Data Overview• Tech Overview - Marketing Automation• Tech Overview - Ad Management• Q104 Financial Highlights• Performics Overview• Takeaways• Q&A

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DoubleClick Mission

Mission: • We make marketing work better

What does that mean?:

• We help our customers acquire new customers cost effectivelythrough innovative data and technology tools

• We add value by helping to increase our clients productivityand return on investment for their marketing dollars

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DoubleClick’s Marketing Solutions

ASP and software Tools for ad management (web publisher & agency)

Online media planning tool for agencies

Rich media tools

Email delivery tools

Enterprise Marketing Solutions• Campaign Management• Marketing Resource

Management

Web analytics tool

Catalog customer modeling

Customer Data Management Solutions and Services

Online Advertising Marketing Automation Data Solutions

TECHSOLUTIONS DATA

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Data Solutions

Abacus Alliances (US B2C, US B2B, International)

Data Management

Data Management

Solutions

Database Marketing

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Database Marketing

EmailMarketing

DatabaseMarketing

Online Advertising

Marketing Analytics

Marketing AutomationAbacus US B2C, US B2B, International, ChannelView

Abacus Alliance Revenue: $20.4 MM 1Q 2004 (reported in Data Segment)

Data Segment Gross Margin: 59.7% 1Q 2004

Primary Competitors: Experian, Info USA, D&BList Brokers

History: 14 year old businessAcquisition in 1999

Data Segment Revenue: $22.8 MM 1Q 2004

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How Does an Abacus Alliance Work?

Abacus B-to-CAlliance

Database

Member ‘A’Transactions

Member ‘B’Transactions

Member ‘C’Transactions

Abacus Proprietary

Modeling

Better New Prospects

More Info on Existing

Customers

Best Names off of 3rd Party

Lists

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Case Study: Abacus

OBJECTIVE Maximize revenue potential from existing customer lists (housefile)

CLIENT National Geographic Catalog

DCLK SOLUTION Abacus found prospects in under-used parts of list; among NG magazine subscribers w/ purchases similar to the NG Catalog; found names w/ purchase activity from similar offers

CUSTOMER From 2001 to 2002, housefile response RESULTS rates increased 225 bps; profitable

housefile circulation rose 136%; housefile performance increased by 58%

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Data Management

EmailMarketing

DatabaseMarketing

Online Advertising

Marketing Analytics

Marketing AutomationData Management Solutions

Data Management: $2.4 MM 1Q 2004 (reported in Data Segment)

Data Segment Gross Margin: 59.7% 1Q 2004

Primary Competitors: Experian & Various Smaller Players

History: 20+ year old business Acquisition in 2003

Data Segment Revenue: $22.8 MM 1Q 2004

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What is Data Management?The design, development, and management of a

client’s customer marketing database (i.e. house file)

The suite of tools to plan, execute, and measure multi-channel marketing campaigns

The production services to update databases and execute marketing campaigns

The analytics/modeling and strategic advice to help refine future marketing campaigns

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Enables Bundled Tech and Data Product Suite – Data Management links email, enterprise marketing, and website analysis with Abacus data to form a comprehensive, full-service, bundled solution

Solidifies Abacus Alliance Position – we can improve the accuracy of the Alliance data and may increase our sales by delivering larger prospect universes in a more timely manner

Client Retention – Managing the customer marketing database helps lock in strategic relationships & residual revenue streams

Clients Demand It –We believe that clients are actively seeking new service providers due to migration to multi-channel marketing

Synergies via Data Management

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Maturity

Ship It

Prove ItAbacus Japan

Abacus UK

US B-to-C

US B-to-B

Data Segment Revenue Growth Through a Balanced Product/Market Portfolio

ChannelView

5-10% growth

25-100% growth

Early StageAbacus Deutschland

Data Management

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Marketing Automation ProductsWebsite

Analytics

SiteAdvanceDARTMail

Campaign Management

Ensemble

Email Marketing

Marketing Resource

Management

SmartPath

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Marketing Automation

EmailMarketing

DatabaseMarketing

Online Advertising

Marketing Analytics

Strategic Services

Marketing AutomationDART Mail, SmartPath, Ensemble and SiteAdvance

Revenue: $12.0 MM 1Q 2004(Reported with the Tech Segment)

History: 2002 Launch or Acquisition

Primary Competitors: E.piphany, Digital Impact, Experian,& other single point players

Tech Segment Gross Margin: 70.4% 1Q 2004

Tech Segment Revenue: $45.3 MM 1Q 2004

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Crate & Barrel used DARTmail to promote a retail sales event to drive furniture store traffic and sales.

• Used DARTmail to geo-target customers in their database.

• Used DARTmail to measure the response of the campaign.

Results• Store sales increased by more than 50% over

the previous week during the email promotion.

• DART mail campaign successfully drove store traffic and gave customers the opportunity to browse online before visiting stores.

Case Study: DART Mail

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DoubleClick Enterprise Marketing Solutions

• Project Management

• Workflow

• Content Management / DAM

• Budget and financial management

• Predictive Analytics

• Descriptive Analytics

• Response Management

• Campaign Reporting

• Optimization ~

• DCLK will automate strategic planning, asset and collateral production, customer segmentation, and analysis across channels*:

* This list describes planned Ensemble and SmartPath integrated solution, expected before 2H2004.

~ Optimization features are planned for a later version.

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Case Study: SiteAdvance

Flax Art & Design needed to increase sales on website, decrease drop-off rate site, & simplify purchases.

• SiteAdvance team analyzed entry points, online search and checkout –usually main areas driving rate of abandonment and lost sales.

Results

• Exit rate dropped from 71% to 40 %

• New visitor drop-off decreased 31.5%, which along with improved search words, led to 4.8% increase in annual revenue.

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Ad ManagementOnline Publisher Advertiser/Agency

• DART for Advertisers

• MediaVisor

• DART Motif

• Site Directory

• DART for Publishers

• DART Enterprise

• DART Motif

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Ad Management

EmailMarketing

DatabaseMarketing

Online Advertising

Marketing Analytics

Strategic Services

Marketing Automation

Tech Segment Gross Margin: 70.4% 1Q 2004

Ad Management Revenue: $33.3 MM 1Q 2004 (reported within Tech Segment)

History: 6 year old business

Tech Segment Revenue: $45.3 MM 1Q 2004

DART Online Ad Management Solutions

Primary Competitors: aQuantive, 24/7, ValueClick, various smaller companies

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DoubleClick Ad Management Solutions

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Centralized campaign planning, execution, reporting,

analysis , & creative

optimization

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Case Study: DFA Unilever needed:• A solution that could support management and execution of

campaigns across each brand’s online advertising agency • A partner with robust wireless, research, and strategic ad

planning solutions • A partner with strong global presence

DFA is the solution:• 95% of brands use DFA and Spotlight tags to measure site

and creative ROI with help of assigned Project Manager• Developed test to validate Internet as effective vehicle for

brand and program awareness

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DART Motif Makes Rich Media Work Better

• Easy, simple, integrated workflow for creation, trafficking, and reporting

• Fast, streamlined process -- automated from start to finish

• Supports all major rich media ad types• Quality assurance through live preview testing • Reduces errors • Centralized reporting provides accuracy and

consistency in comparing rich media and non-rich media ad effectiveness

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Recent Financials

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Across the Board Year-over-Year Growth in Q1 04• Revenue increases in every product group

• Record operating profit in TechSolutions

• All-time best TechSolutions gross and operating margins

• Ad management revenues up 7%

• Marketing automation revenues up 15%

•Data up 23%, or 10% excluding Data Management

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Q1 04 Profitability Highlights

• Five consecutive GAAP profitable quarters Q1

• All time best quarterly overall gross margins

• Operating profit improved from ($ 539 K) to $2.6 MM year-over-year

• Highest-ever Q1 EBITDA* in 2004

* See statement on non-GAAP measures, such as EBITDA, on the disclaimer page of this presentation.

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Other Financial Highlights• Repurchased 1.9 million shares in Q1with an aggregate purchase price of $20.4 million

• Expect to have double-digit revenue and GAAP Net Income, growth, be EBITDA and CFFO positive in 2004

• DCLK will update guidance on July earnings call, which will include anticipated effects of Performics acquisition.

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PerformicsSearch Engine

MarketingAffiliate Marketing

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• Only industry-leading provider of both search engine marketing and affiliate marketing technologies

• Performance-based Marketing• Based in Chicago• 120 employees• 200 + customers• Experienced management team• Profitable, EBITDA positive, & expected to have 50%

year-over-year revenue growth in 2004.

Performics Overview

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Solutions for Cataloguers, Marketers, Agencies, and Publishers

Search Engine Marketing• Provides the technology and support to clients to automate paid

placement, paid inclusion and comparison shopping listings across multiple search providers

Affiliate Marketing• Drives incremental sales/actions for marketers by managing, tracking

and reporting on marketer’s offers across multiple affiliate sites.

• Helps publishers monetize inventory through sponsored links

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Deal Overview• All-cash deal totaling $58 million, plus an earn-out of up to $7 million (for a

potential total of $65 million).

• Expected to close by mid-June.

• Will expand DCLK’s Search Marketing business & establish Affiliate marketing program.

• Performics will continue to be based in Chicago and DoubleClick expects to increase that workforce.

• Search Engine Marketing tool will be offered as a stand alone product & later integrated with DFA.

• Should be immediately accretive to EBITDA and should add at least $10 MM in revenues in 2H04.

• DCLK will update post-acquisition guidance on July earnings call.

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DoubleClick’s Marketing Solutions: 2H04*

DATA

ASP and software Tools for ad management (web publisher & agency)

Online media planning tool for agencies

Rich media tools

Email delivery tools

Enterprise Marketing Solutions• Campaign

Management• Marketing

ResourceManagement

Web analytics tool

Online Advertising

Marketing Automation

Performance Based

Marketing

TECHSOLUTIONS

Data Solutions

Catalog customer modeling

Customer Data Management Solutions and Services

Multi-Channel Marketing Analytics

Search Engine Marketing Management

Affiliate Marketing

DATA

* Upon assumed completion of Performics acquisition.

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Strategic Rationale• Performance-based marketing is a fast growing and attractive market.

• Significant customer overlap.

• Performics will benefit from DoubleClick’s global presence and gain access to DoubleClick’s suite of products.

• DCLK customers will leverage wider range of marketing solutions and enjoy centralized reporting for entire online spend.

• Cataloguers, advertisers, marketers, and publishers will have single solution partner & unified reporting for planning, executing, and analyzing campaigns.

• DCLK is acquiring fast growing company.

• DCLK will solidify its position as the single-source marketing platform.

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Takeaways• DoubleClick already offers the most comprehensive suite of Technology and Data solutions for Advertisers, Cataloguers, Marketers, and Web Publishers

• Performics deal will enhance the offerings available to both DoubleClick and Performics customers

• Further details on Performics deal will be given on July earnings call

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Questions?Questions?