FOR IMMEDIATE RELEASE

                                     Contact:  Jennifer Blum
                                               DoubleClick (Press)
                                               212.381.5705
                                               Jblum@Doubleclick.Net

                                               Bruce Dalziel
                                               DoubleClick (Investors)
                                               212.683.0001
                                               bdalziel@doubleclick.net


                 DOUBLECLICK INC. COMPLETES ACQUISITION OF @PLAN

       -- Acquisition Provides Basis for Independent Research Division --


NEW YORK, February 2, 2001 - DoubleClick Inc. (Nasdaq: DCLK), the leading
digital marketing solutions company, today announced that it has completed its
acquisition of @plan.inc (Nasdaq: APLN), a leading provider of online market
research planning systems, for approximately $90.7 million in a stock and cash
transaction, based on the average closing price of DoubleClick's Common Stock
over the last ten days.

Under the terms of the agreement, DoubleClick is paying $3.45 in cash and .2829
of a share of DoubleClick Common Stock for each share of @plan Common Stock.

Greg Ellis, who will now assume President responsibilities for @plan, and is
Vice President & General Manager of Research at DoubleClick, said "The
acquisition of @plan is an excellent strategic fit for DoubleClick. This
acquisition is a key part of our focused strategy to provide world class
objective research and planning solutions to the online marketing community.
DoubleClick will leverage the media and eCommerce expertise of @plan, and our
industry leading professionals, to introduce new and innovative research
products. Our combined client base of over 6,000 top ad agencies, advertisers
and Web publishers will greatly benefit from our expanded market research
capabilities and online advertising services."

@plan, which has historically boasted a greater than 90% client retention rate,
is the industry leader in online target market research. The company provides
over 500 clients including leading Internet advertisers, agencies and Web
publishers such as Young & Rubicam (NY), CNN Interactive, eBay, J. Walter
Thompson (Chicago), Microsoft, Ogilvy & Mather (NY), priceline.com, Excite@Home
Network, PaineWebber Incorporated, iXL (SF), and Agency.com (NY), with
sophisticated online market research decision support and planning systems.
@plan's internally developed ASP system combines databases of consumer survey
responses detailing demographics, lifestyle, product preferences and media
consumption, to support online media






targeting and planning. Additionally, @plan products are used for online
marketing, retailing and site publisher strategies.

ABOUT DOUBLECLICK INC.

DoubleClick is building the infrastructure that makes marketing work in the
digital world. Combining media, data and technological expertise, DoubleClick
allows marketers to deliver the right message, to the right person, at the right
time, while helping Web publishers maximize their revenue and build their
business online. DoubleClick Inc. has Global headquarters in New York City and
maintains over 40 offices around the world.

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