Net Ad Stocks Limp Higher as L90 Forecasts Solid Progress - TheStreet

Some Internet advertising stocks, battered both before and after

Yahoo!

(YHOO)

shook investors' confidence in online advertising last week, bounced back Monday.

Lower
L90 staging a belated recovery

The minirevival, following a dismal performance in the sector last week, appears linked to at least one positive earnings preannouncement, and possibly to the opening of a direct marketing industry convention Monday.

L90

(LNTY)

was up $1.44, or 23%, to $7.50 after forecasting a narrower-than-expected loss for its coming quarter. L90 expects to report revenue of $16.2 million, and a loss per share, excluding amortization and goodwill, of 22 cents, compared to analysts' consensus of a 25-cent loss. The company is scheduled to report results for the quarter ended Sept. 30 on Oct. 25.

Also up on Monday was email advertising firm

LifeMinders

(LFMN)

, up $2.44, or 26.4%, to $11.69. The company is slated to report its third-quarter results after the market closes Monday.

24/7 Media

(TFSM)

, which competes in a variety of areas with

Engage

(ENGA)

and Internet advertising bellwether

DoubleClick

(DCLK)

, was up nearly 16% to $5. Engage was down 13.6% to $4.19.

Just in time for the launch of the

Direct Marketing Association's

annual convention taking place this week in New Orleans, DoubleClick announced a suite of email marketing products that will become available worldwide by the end of the year. The company's stock was off 38 cents at $12.06.

Online rewards program firm

MyPoints

(MYPT)

, which lost more than half its value Friday following its warning of revenue and advertising shortfalls, bounced back somewhat Monday. It was up 66 cents, or 30%, to $2.84.