L90 Buys DoubleClick Media Sales Unit

L90 Inc., a Marina del Rey Internet-advertising company, acquired DoubleClick Inc.’s North American media sales business for $9.4 million in cash and stock. L90 may pay an additional $6 million to DoubleClick, the largest Internet advertising company, if performance levels are met.

The companies expect the purchase to be completed early this month, the paper said. At that time, L90 will change its name to MaxWorldwide.

DoubleClick has been moving away from advertising sales to focus on advertising and data analysis technology.

L90 has been concentrating more on advertising sales. L90 will sell advertisements on behalf of more than 1,000 sites after the purchase is completed.