EX-10.1: 2005 CORPORATE BONUS PLAN

Exhibit 10.1

Purpose

It is the intent of DoubleClick Inc. to pay for results. The DoubleClick Corporate Bonus Plan provides an incentive to participants to maximize results in areas critical to the Company’s success during the current year, and also rewards participants for their individual performance.

Eligibility

Active employees of DoubleClick Inc. who are at a salary grade level of 9 or above that are not participating in any other short term incentive or commission plan.

Incentive Targets

The following table contains the annual bonus target (percent of base salary) for each salary grade level:

Summary

In 2005, The DoubleClick Corporate Bonus Plan will have two performance periods:

First Performance Period: January 1st through June 30th.

A mid-year payment targeted at 40% of the overall targeted annual bonus will be made if threshold levels are met or exceeded, following the first half of the year.

Second Performance Period: January 1st through December 31 ^st .

An annual payment will be calculated following the end of the calendar year. This calculation will take into account performance results for the entire calendar year. Amounts paid, if any, following the mid-year performance cycle will be subtracted from the annual bonus calculation to provide a net bonus amount payable after the end of the year.

The level of your bonus payment for both performance periods will be based on (1) Revenue results versus the Annual Operating Plan targeted revenue amount; (2) Operating Margin results versus the Annual Operating Plan targeted operating margin amount; (3) results from strategic objectives as defined by management; and (4) your individual performance as defined in your year-end review.

Base Salary

For the mid-year bonus cycle, bonus calculations will be based on your base salary as of May 1st of the plan year. Annual bonus calculations under the Plan will be based on a participant’s salary grade level and base salary as of November 1 ^st of the plan year.

How Results Are Measured

Key Performance Results Weights

The total bonus payment will be based on three performance criteria. The following table sets forth the criteria and assigns the weighting of each:

Revenue Performance Factor Table

Revenue will be analyzed after the end of the mid-year performance period and the calendar year versus targeted revenue in the Annual Operating Plan. Any gains or losses from acquisitions or sales that occur during the calendar year will be excluded. The portion of the bonus amount allocated to revenue results (35%) will be determined according to the following table:

*Results that fall between whole numbers will have a prorated bonus factor.

Operating Margin Performance Factor Table

30% of your targeted bonus payment will be based on Operating Margin results. Operating Margin will be analyzed after the end of the first half performance period and the calendar year versus targeted Operating Margin in the Annual Operating Plan. Any gains or losses from acquisitions or sales that occur during the calendar year will be excluded. Bonus dollars resulting from Operating Margin results will be determined according to the following table:

Strategic Objective Ratings

Specific multiples of performance will be developed for each strategic objective. The multiples will vary depending upon the specific metric being used. 35% of your targeted incent