plan

DoubleClick execute

May 2004 Investor Presentation analyze

We Make Marketing Work Better

1 © 2003 DoubleClick Inc. All Rights Reserved. May 18, 2004 Forward Looking Statements This 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 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.

2 *As presented herein. Agenda

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

3 DoubleClick Mission

Mission: • We make marketing work better

What does • We help our customers acquire that mean?: new customers cost effectively through innovative data and technology tools • We add value by helping to increase our clients productivity and return on investment for their marketing dollars

4 DoubleClick’s Marketing Solutions

TECHSOLUTIONS DATA

Marketing Data Solutions Automation

ASP and software Email delivery tools Catalog Tools for ad customer modeling management Enterprise Marketing (web publisher Solutions Customer Data & agency) • Campaign Management Management • Marketing Resource Solutions and Management Online media Services planning tool for agencies tool

Rich media tools

5 Data Solutions Database Marketing Data Management

Abacus Alliances (US B2C, US B2B, Data International) Management Solutions

6 Database Marketing Abacus US B2C, US B2B, International, ChannelView Marketing Automation Abacus Alliance Revenue: $20.4 MM 1Q 2004 (reported in Data Segment) Data Segment Revenue: $22.8 MM 1Q 2004 Online Email Database Data SegmentAdvertising Gross Margin:Marketing 59.7% Marketing 1Q 2004

History: 14 year old business Acquisition in 1999 Marketing Analytics Primary Competitors: Experian, Info USA, D&B List Brokers

7 How Does an Abacus Alliance Work?

Better New Member ‘A’ Prospects Transactions

Abacus B-to-C More Info on Member ‘B’ Abacus Alliance Proprietary Existing Transactions Customers Database Modeling

Member ‘C’ Transactions Best Names off of 3rd Party Lists

8 Case Study: Abacus

CLIENT National Geographic Catalog OBJECTIVE Maximize revenue potential from existing customer lists (housefile) 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%

9 Data Management Data Management Solutions Data Management:Marketing Automation $2.4 MM 1Q 2004 (reported in Data Segment) Data Segment Revenue: $22.8 MM 1Q 2004 Online Email Database Data SegmentAdvertising Gross Margin:Marketing 59.7% Marketing 1Q 2004

History: 20+ year old business Acquisition in 2003 Marketing Analytics Primary Competitors: Experian & Various Smaller Players

10 What is Data Management? ƒ The design, development, and management of a client’s customer marketing database (i.e. house file) ƒ The suite of tools to plan, execute, and measure multi-channel marketing campaigns ƒ The production services to update databases and execute marketing campaigns ƒ The analytics/modeling and strategic advice to help refine future marketing campaigns

11 Synergies via Data Management

Enables Bundled Tech and Data Product Suite – Data Management links email, enterprise marketing, and 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

12 Data Segment Revenue Growth Through a Balanced Product/Market Portfolio

Maturity

5-10% growth US B-to-C

Data Management Abacus UK Ship It

25-100% growth

US B-to-B ChannelView Prove It Abacus Japan Early Stage Abacus Deutschland

13 Marketing Automation Products Email Website Campaign Marketing Marketing Analytics Management Resource Management DARTMail SiteAdvance Ensemble SmartPath

14 Marketing Automation

DART Mail, SmartPath, Ensemble and SiteAdvance Marketing Automation Revenue: $12.0 MM 1Q 2004 (Reported with the Tech Segment)

Tech SegmentOnline Revenue: Email $45.3 MMDatabase 1Q 2004 Advertising Marketing Marketing Tech Segment Gross Margin: 70.4% 1Q 2004

History: 2002 Launch or Acquisition Marketing Analytics Primary Competitors: E.piphany, Digital Impact, Experian, & other single point players Strategic Services

15 Case Study: DART Mail 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 mailcampaign successfully drove store traffic and gave customers the opportunity to browse online before visiting stores.

16 DoubleClick Enterprise Marketing Solutions • DCLK will automate strategic planning, asset and collateral production, customer segmentation, and analysis across channels*: • Project Management • Workflow • Content Management / DAM • Budget and financial management • Predictive Analytics

• Descriptive Analytics • Response Management • Campaign Reporting • Optimization ~

17 * This list describes planned Ensemble and SmartPath integrated solution, expected before 2H2004. ~ Optimization features are planned for a later version. 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.

18 Ad Management Online Publisher Advertiser/Agency • DART for Publishers • DART for Advertisers • DART Enterprise • MediaVisor • DART Motif • DART Motif

• Site Directory

19 Ad Management

DART Online Ad Management Solutions Marketing Automation Ad Management Revenue: $33.3 MM 1Q 2004 (reported within Tech Segment)

Online Email Tech Segment Revenue: $45.3 MMDatabase 1Q 2004 Advertising Marketing Marketing Tech Segment Gross Margin: 70.4% 1Q 2004

History: 6 year old business Marketing Analytics Primary Competitors: aQuantive, 24/7, ValueClick, various smaller companies Strategic Services

20 DoubleClick Ad Management Solutions

Centralized campaign planning, execution, reporting, analysis , & creative optimization

21 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 as effective vehicle for brand and program awareness

22 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

23 Recent Financials

24 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

25 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

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

27 Performics Marketing

28 Performics Overview

• 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.

29 Solutions for Cataloguers, Marketers, Agencies, and Publishers Search Engine Marketing • Provides the technology and support to clients to automate paid placement, 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

30 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.

31 DoubleClick’s Marketing Solutions: 2H04*

TECHSOLUTIONS DATA DATA Performance Online Marketing Based Data Solutions Advertising Automation Marketing

ASP and software Email delivery tools Search Engine Catalog Tools for ad Marketing customer modeling management Enterprise Marketing Management (web publisher Solutions Customer Data & agency) • Campaign Affiliate Marketing Management Management Solutions and Online media • Marketing Services planning tool Resource for agencies Management Multi-Channel Marketing Analytics Rich media tools Web analytics tool

32 * Upon assumed completion of Performics acquisition. 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.

33 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

34 Questions?Questions?

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