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DoubleClick Inc. was an American advertisement company that developed and provided Internet ad serving services from 1995 until its acquisition by Google in March 2008. DoubleClick offered technology products and services that were sold primarily to advertising agencies and mass media, serving businesses like Microsoft, General Motors, Coca-Cola, Motorola, L'Oréal, Palm, Inc., Apple Inc., Visa Inc., Nike, Inc., and Carlsberg Group. The company's main product line was known as DART (Dynamic Advertising, Reporting, and Targeting), which was intended to increase the purchasing efficiency of advertisers and minimize unsold inventory for publishers.
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Company type | Subsidiary |
---|---|
Nasdaq: DCLK | |
Industry | Online advertising |
Founded | February 1996 New York City |
Fate | Merged to form Google Marketing Platform in 2018 |
Headquarters | New York City, U.S. |
Products | DART family includes DFP (For Publishers), DFA (For (for Advertisers), DS (DART Search), Motif (Rich Media), DE (Enterprise), Sales Manager (Publisher), Media Visor (Advertisers), Adapt (Publishers), Doubleclick Advertising Exchange (Both Publishers & Advertisers) |
Parent | |
Footnotes / references |
DoubleClick was founded in 1995 by Kevin O'Connor and Dwight Merriman and had headquarters in New York City, United States. It was acquired by private equity firms Hellman & Friedman and JMI Equity in July 2005. On March 11, 2008, Google acquired DoubleClick for $3.1 billion. In June 2018, Google announced plans to rebrand its ads platforms, and DoubleClick was merged into the new Google Marketing Platform brand. DoubleClick Bid Manager became Display and Video 360, DoubleClick Search became Search Ads 360, and DoubleClick for Publishers (DFP) became Google Ad Manager 360.
History
In 1995, Kevin O'Connor and Dwight Merriman developed the concept for DoubleClick in O'Connor's basement. They created a system to display banner ads across a network of websites and track their performance to better target internet users. The product caught the attention of entrepreneur Kevin Ryan, who later joined as the company's CFO and later became its CEO.
Later that year, O'Connor and Merriman met Fergus O'Daily, the CEO of Poppe Tyson. Poppe Tyson had created an Interactive Sales division, but lacked the technology to deliver online ads across its network of client's sites. O'Connor, Merriman, and O'Daily decided to merge the two companies. To prevent competition from each company's sales teams, in November 1995 DoubleClick was spun off as an independent, wholly owned subsidiary. DoubleClick was founded as one of the earliest known Application Service Providers (ASP) for internet "ad-serving"—primarily banner ads.
In February 1998, during the dot-com bubble, the company became a public company, trading on NASDAQ under the symbol DCLK, via an initial public offering. Shares rose 75% on the first day of trading.
In June 1999, DoubleClick acquired Abacus Direct, which marketed consumer-purchasing data to catalog firms.
In July 1999, DoubleClick acquired NetGravity and rebranded NetGravity AdServer as DART Enterprise.
As of 2002, DoubleClick faced six lawsuits, including class-action lawsuits, related to invasions of privacy. Privacy groups complained that DoubleClick's plan to combine its online profiling information with offline information gathered by Abacus Direct would violate privacy rules, including the Stored Communications Act, the Wiretap Statute, and the Computer Fraud and Abuse Act, as it would allow the company to match a person's identity with their online habits, which it tracks through cookies. In February 2000, the FTC announced it had launched an investigation into the matter. The investigation was concluded in January 2001, with the FTC stating that it found no evidence that DoubleClick used or disclosed consumers personal identifying information. DoubleClick eventually entered into a settlement agreement where DoubleClick was required to explain its privacy policy in "easy-to-read" language; conduct a public information campaign consisting of 300 million banner ads inviting consumers to learn more about protecting their privacy; and institute data purging and opt-in procedures among other requirements.
In 2004, DoubleClick acquired Performics, which offered affiliate marketing, search engine optimization, and search engine marketing products. These products were integrated into the core DART system and rebranded DART search. DoubleClick Advertising Exchange connected both media buyers and sellers on an advertising exchange much like the financial negotiations of listed companies' capital stock. Google sold Performics in 2008 to Publicis.
In April 2005, Hellman & Friedman, a San Francisco-based private equity firm, agreed to acquire the company for $1.1 billion.
Acquisition
On April 13, 2007, Google agreed to acquire DoubleClick for US$3.1 billion in cash. The deal raised concerns surrounding competition with both the Federal Trade Commission (FTC) and the European Union. In May 2007, the FTC requested additional information about the deal after it was urged by competitors, including Microsoft, which believed it would give Google too much control over online advertising. On December 20, 2007, the FTC approved Google's purchase of DoubleClick from its owners Hellman & Friedman and JMI Equity.European Union regulators approved on March 11, 2008, and Google completed the acquisition later that day. On April 2, 2008, Google announced it would cut 300 jobs at DoubleClick due to organizational redundancies. Selected employees would be matched within the Google organization as per position and experience.
In November 2007, shortly after the announcement of the acquisition, it was reported that DoubleClick had been serving ads designed to trick users into buying malware. This occurred after a malicious website tricked several name-brand websites into serving the ads.
In June 2010, Google confirmed its acquisition of Invite Media, a demand-side platform, which it later renamed DoubleClick Bid Manager.
On July 24, 2018, the names and logos of all DoubleClick products were updated, and DoubleClick Bid Manager is now Display & Video 360 (DV360).
See also
- Surveillance capitalism
References
- "DoubleClick Inc. 2004 Form 10-K Annual Report". U.S. Securities and Exchange Commission.
- O'Reilly, Lara (October 30, 2015). "Google is bringing DoubleClick to billboard ads for the first time — which could be huge for outdoor advertising". Business Insider.
- Spangler, Todd (June 27, 2018). "Google Killing Off DoubleClick, AdWords Names in Rebranding of Ad Products". Variety.
- Dave, Paresh (June 27, 2018). "Google retires DoubleClick, AdWords brand names". Reuters.
- Colao, J.J. (December 16, 2017). "Gilt, MongoDB, DoubleClick: Meet The Duo Behind New York's Biggest Tech Companies". Forbes.
- WARNER, MELANIE (July 8, 1996). "DOUBLECLICK INTERNET ADVERTISING". Fortune.
- Sidor, David (2004). The Click: A Memoir and Lessons Learned During the Great Internet Boom. iUniverse. p. 5. ISBN 978-0-595-32784-3.
- McDonough, John; Egolf, Karen (June 18, 2015). The Advertising Age Encyclopedia of Advertising. Routledge. ISBN 9781135949136.
- Weller, Bart; Calcott, Lori (July 13, 2012). The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns. Apress. ISBN 9781430240150.
- "DOUBLECLICK INC (DCLK) IPO". NASDAQ.
- "DoubleClick enjoys banner IPO". ZDNet. March 2, 1998.
- "DoubleClick shares soar". CNN. February 20, 1998.
- Petersen, Andrea (June 14, 1999). "DoubleClick, Abacus Direct Are Set To Merge in $1 Billion Stock Deal". The Wall Street Journal.
- "DoubleClick To Buy Abacus Direct". Associated Press. June 14, 1999.
- Petersen, Andrea (July 13, 1999). "DoubleClick to Acquire NetGravity In Push to Own Online-Ad Market". The Wall Street Journal.
- Hu, Jim (January 2, 2002). "Consumer group blasts DoubleClick in report to FTC". CNET. Retrieved August 12, 2024.
- Penenberg, Adam L. (November 7, 2005). "Cookie Monsters". Slate.
- "U.S. Investigating DoubleClick Over Privacy Concerns". The New York Times. February 17, 2000.
- "FTC Closes DoubleClick Investigation". ABC News. January 23, 2001.
- See In re DoubleClick Inc. Privacy Litigation, 154 F. Supp. 2d 497, 505–06 (S.D.N.Y. 2001)
- In re DoubleClick Inc. Privacy Litigation, Settlement Agreement (2002).
- Perez, Juan Carlos (April 2, 2008). "Google to cut DoubleClick jobs, sell Performics piece". International Data Group.
- Rosencrance, Linda (April 3, 2008). "Google to sell off DoubleClick's Performics unit". Computerworld.
- Savitz, Eric (August 6, 2008). "Google Sells Performics Unit To Publicis Groupe". Barron's.
- Oser, Kris (April 25, 2005). "DOUBLECLICK ACQUIRED FOR $1.1 BILLION". Advertising Age.
- Rohde, Laura (April 25, 2005). "DoubleClick bought for $1.1B". Computerworld.
- "Google to Acquire DoubleClick" (Press release). Google. April 13, 2007.
- Story, Louise; Helft, Miguel (April 14, 2007). "Google Buys DoubleClick for $3.1 Billion". The New York Times.
- Berman, Dennis K.; Delaney, Kevin J.; Guth, Robert A. (April 14, 2007). "Google to Pay $3.1 Billion For Web Firm DoubleClick". The Wall Street Journal.
- Lohr, Steve (April 16, 2007). "Microsoft Urges Review of Google-DoubleClick Deal". The New York Times.
- Morrissey, Brian (September 27, 2007). "Google, Microsoft Clash Over DoubleClick". AdWeek.
- Kaplan, Peter (July 18, 2007). "US lawmakers plan Google-Doubleclick deal hearings". Reuters.
- Bartz, Diane (December 20, 2007). "Google wins antitrust OK to buy DoubleClick". Reuters.
- Lawsky, David (March 11, 2008). "Google closes DoubleClick merger after EU approval". Reuters.
- Mills, Elinor (April 2, 2008). "Google to lay off 300 at DoubleClick". CNET.
- Goodin, Dan (November 13, 2007). "DoubleClick caught supplying malware-tainted ads". The Register.
- Schonfeld, Erick (June 3, 2010). "Google Confirms Invite Media Acquisition, Brings Bidding To Display Ads". Techcrunch.
- "Google Marketing Platform's DV360: Everything You Need to Know". January 31, 2022. Retrieved November 30, 2022.
DoubleClick Inc was an American advertisement company that developed and provided Internet ad serving services from 1995 until its acquisition by Google in March 2008 DoubleClick offered technology products and services that were sold primarily to advertising agencies and mass media serving businesses like Microsoft General Motors Coca Cola Motorola L Oreal Palm Inc Apple Inc Visa Inc Nike Inc and Carlsberg Group The company s main product line was known as DART Dynamic Advertising Reporting and Targeting which was intended to increase the purchasing efficiency of advertisers and minimize unsold inventory for publishers DoubleClick Inc Company typeSubsidiaryTraded asNasdaq DCLKIndustryOnline advertisingFoundedFebruary 1996 28 years ago 1996 02 New York CityFateMerged to form Google Marketing Platform in 2018HeadquartersNew York City U S ProductsDART family includes DFP For Publishers DFA For for Advertisers DS DART Search Motif Rich Media DE Enterprise Sales Manager Publisher Media Visor Advertisers Adapt Publishers Doubleclick Advertising Exchange Both Publishers amp Advertisers ParentGoogleFootnotes references DoubleClick was founded in 1995 by Kevin O Connor and Dwight Merriman and had headquarters in New York City United States It was acquired by private equity firms Hellman amp Friedman and JMI Equity in July 2005 On March 11 2008 Google acquired DoubleClick for 3 1 billion In June 2018 Google announced plans to rebrand its ads platforms and DoubleClick was merged into the new Google Marketing Platform brand DoubleClick Bid Manager became Display and Video 360 DoubleClick Search became Search Ads 360 and DoubleClick for Publishers DFP became Google Ad Manager 360 HistoryIn 1995 Kevin O Connor and Dwight Merriman developed the concept for DoubleClick in O Connor s basement They created a system to display banner ads across a network of websites and track their performance to better target internet users The product caught the attention of entrepreneur Kevin Ryan who later joined as the company s CFO and later became its CEO Later that year O Connor and Merriman met Fergus O Daily the CEO of Poppe Tyson Poppe Tyson had created an Interactive Sales division but lacked the technology to deliver online ads across its network of client s sites O Connor Merriman and O Daily decided to merge the two companies To prevent competition from each company s sales teams in November 1995 DoubleClick was spun off as an independent wholly owned subsidiary DoubleClick was founded as one of the earliest known Application Service Providers ASP for internet ad serving primarily banner ads In February 1998 during the dot com bubble the company became a public company trading on NASDAQ under the symbol DCLK via an initial public offering Shares rose 75 on the first day of trading In June 1999 DoubleClick acquired Abacus Direct which marketed consumer purchasing data to catalog firms In July 1999 DoubleClick acquired NetGravity and rebranded NetGravity AdServer as DART Enterprise As of 2002 DoubleClick faced six lawsuits including class action lawsuits related to invasions of privacy Privacy groups complained that DoubleClick s plan to combine its online profiling information with offline information gathered by Abacus Direct would violate privacy rules including the Stored Communications Act the Wiretap Statute and the Computer Fraud and Abuse Act as it would allow the company to match a person s identity with their online habits which it tracks through cookies In February 2000 the FTC announced it had launched an investigation into the matter The investigation was concluded in January 2001 with the FTC stating that it found no evidence that DoubleClick used or disclosed consumers personal identifying information DoubleClick eventually entered into a settlement agreement where DoubleClick was required to explain its privacy policy in easy to read language conduct a public information campaign consisting of 300 million banner ads inviting consumers to learn more about protecting their privacy and institute data purging and opt in procedures among other requirements In 2004 DoubleClick acquired Performics which offered affiliate marketing search engine optimization and search engine marketing products These products were integrated into the core DART system and rebranded DART search DoubleClick Advertising Exchange connected both media buyers and sellers on an advertising exchange much like the financial negotiations of listed companies capital stock Google sold Performics in 2008 to Publicis In April 2005 Hellman amp Friedman a San Francisco based private equity firm agreed to acquire the company for 1 1 billion AcquisitionOn April 13 2007 Google agreed to acquire DoubleClick for US 3 1 billion in cash The deal raised concerns surrounding competition with both the Federal Trade Commission FTC and the European Union In May 2007 the FTC requested additional information about the deal after it was urged by competitors including Microsoft which believed it would give Google too much control over online advertising On December 20 2007 the FTC approved Google s purchase of DoubleClick from its owners Hellman amp Friedman and JMI Equity European Union regulators approved on March 11 2008 and Google completed the acquisition later that day On April 2 2008 Google announced it would cut 300 jobs at DoubleClick due to organizational redundancies Selected employees would be matched within the Google organization as per position and experience In November 2007 shortly after the announcement of the acquisition it was reported that DoubleClick had been serving ads designed to trick users into buying malware This occurred after a malicious website tricked several name brand websites into serving the ads In June 2010 Google confirmed its acquisition of Invite Media a demand side platform which it later renamed DoubleClick Bid Manager On July 24 2018 the names and logos of all DoubleClick products were updated and DoubleClick Bid Manager is now Display amp Video 360 DV360 See alsoSurveillance capitalismReferences DoubleClick Inc 2004 Form 10 K Annual Report U S Securities and Exchange Commission O Reilly Lara October 30 2015 Google is bringing DoubleClick to billboard ads for the first time which could be huge for outdoor advertising Business Insider Spangler Todd June 27 2018 Google Killing Off DoubleClick AdWords Names in Rebranding of Ad Products Variety Dave Paresh June 27 2018 Google retires DoubleClick AdWords brand names Reuters Colao J J December 16 2017 Gilt MongoDB DoubleClick Meet The Duo Behind New York s Biggest Tech Companies Forbes WARNER MELANIE July 8 1996 DOUBLECLICK INTERNET ADVERTISING Fortune Sidor David 2004 The Click A Memoir and Lessons Learned During the Great Internet Boom iUniverse p 5 ISBN 978 0 595 32784 3 McDonough John Egolf Karen June 18 2015 The Advertising Age Encyclopedia of Advertising Routledge ISBN 9781135949136 Weller Bart Calcott Lori July 13 2012 The Definitive Guide to Google AdWords Create Versatile and Powerful Marketing and Advertising Campaigns Apress ISBN 9781430240150 DOUBLECLICK INC DCLK IPO NASDAQ DoubleClick enjoys banner IPO ZDNet March 2 1998 DoubleClick shares soar CNN February 20 1998 Petersen Andrea June 14 1999 DoubleClick Abacus Direct Are Set To Merge in 1 Billion Stock Deal The Wall Street Journal DoubleClick To Buy Abacus Direct Associated Press June 14 1999 Petersen Andrea July 13 1999 DoubleClick to Acquire NetGravity In Push to Own Online Ad Market The Wall Street Journal Hu Jim January 2 2002 Consumer group blasts DoubleClick in report to FTC CNET Retrieved August 12 2024 Penenberg Adam L November 7 2005 Cookie Monsters Slate U S Investigating DoubleClick Over Privacy Concerns The New York Times February 17 2000 FTC Closes DoubleClick Investigation ABC News January 23 2001 See In re DoubleClick Inc Privacy Litigation 154 F Supp 2d 497 505 06 S D N Y 2001 In re DoubleClick Inc Privacy Litigation Settlement Agreement 2002 Perez Juan Carlos April 2 2008 Google to cut DoubleClick jobs sell Performics piece International Data Group Rosencrance Linda April 3 2008 Google to sell off DoubleClick s Performics unit Computerworld Savitz Eric August 6 2008 Google Sells Performics Unit To Publicis Groupe Barron s Oser Kris April 25 2005 DOUBLECLICK ACQUIRED FOR 1 1 BILLION Advertising Age Rohde Laura April 25 2005 DoubleClick bought for 1 1B Computerworld Google to Acquire DoubleClick Press release Google April 13 2007 Story Louise Helft Miguel April 14 2007 Google Buys DoubleClick for 3 1 Billion The New York Times Berman Dennis K Delaney Kevin J Guth Robert A April 14 2007 Google to Pay 3 1 Billion For Web Firm DoubleClick The Wall Street Journal Lohr Steve April 16 2007 Microsoft Urges Review of Google DoubleClick Deal The New York Times Morrissey Brian September 27 2007 Google Microsoft Clash Over DoubleClick AdWeek Kaplan Peter July 18 2007 US lawmakers plan Google Doubleclick deal hearings Reuters Bartz Diane December 20 2007 Google wins antitrust OK to buy DoubleClick Reuters Lawsky David March 11 2008 Google closes DoubleClick merger after EU approval Reuters Mills Elinor April 2 2008 Google to lay off 300 at DoubleClick CNET Goodin Dan November 13 2007 DoubleClick caught supplying malware tainted ads The Register Schonfeld Erick June 3 2010 Google Confirms Invite Media Acquisition Brings Bidding To Display Ads Techcrunch Google Marketing Platform s DV360 Everything You Need to Know January 31 2022 Retrieved November 30 2022