DoubleClick Stock Tumbles on Reports of Ad Softness

Shares in online advertising firm DoubleClick Inc. fell Tuesday amid reports of softness in online advertising and the decision by one of its clients to move its business in-house, according to a news report.

The client, iWon.com, reportedly also decided to switch from DoubleClick's DART ad serving technology to rival Engage Technologies Inc. software, while extending its relationship with DoubleClick past its current, exclusive contract, which expires in October, the report said.

Shares of DoubleClick slipped 3-1/4 to 28-7/16 in late trading Tuesday. It closed yesterday at 31-1/2.