DoubleClick

From Wikipedia, the free encyclopedia

Template:Short description Script error: No such module "about". Template:DMCA

Page Module:Infobox/styles.css has no content.Page Template:Infobox company/styles.css has no content.

DoubleClick Inc.
Nasdaq: DCLK
ISINScript error: No such module "WikidataIB".
IndustryScript error: No such module "WikidataIB".
PredecessorScript error: No such module "WikidataIB".
IncorporatedScript error: No such module "WikidataIB".
FoundedScript error: No such module "WikidataIB".
FoundersScript error: No such module "WikidataIB".
DefunctScript error: No such module "WikidataIB".
FateAcquired by Google
SuccessorScript error: No such module "WikidataIB".
HeadquartersNew York City, U.S.
ProductsDART family includes DFP (for Publishers), DFA (for Advertisers), DS (DART Search), Motif (Rich Media), DE (Enterprise), Sales Manager (Publisher), Media Visor (Advertisers), Adapt (Publishers), Doubleclick Advertising Exchange (Both Publishers & Advertisers)
RevenueScript error: No such module "WikidataIB".
Script error: No such module "WikidataIB".
Script error: No such module "WikidataIB".
Total assetsScript error: No such module "WikidataIB".
Number of employees
Script error: No such module "WikidataIB".
ParentScript error: No such module "WikidataIB".
WebsiteScript error: No such module "webarchive".
Footnotes / references
[1]

Script error: No such module "Check for conflicting parameters".Script error: No such module "Check for deprecated parameters".

DoubleClick Inc. was an American online 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.[2] 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 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.[3] DoubleClick Bid Manager became Display and Video 360, DoubleClick Search became Search Ads 360, DoubleClick Campaign Manager became Campaign Manager 360 and DoubleClick for Publishers (DFP) became Google Ad Manager 360.[4]

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.[5] The product caught the attention of entrepreneur Kevin Ryan, who later joined as the company's CFO and later became its CEO.[5]

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.[6][7] To prevent competition from each company's sales teams, in November 1995 DoubleClick was spun off as an independent, wholly owned subsidiary.[8] DoubleClick was founded as one of the earliest known Application Service Providers (ASP) for internet "ad-serving"—primarily banner ads.[9]

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.[10][11] Shares rose 75% on the first day of trading.[12]

In June 1999, DoubleClick acquired Abacus Direct, which marketed consumer-purchasing data to catalog firms.[13][14]

In July 1999, DoubleClick acquired NetGravity and rebranded NetGravity AdServer as DART Enterprise.[15]

As of 2002, DoubleClick faced six lawsuits, including class-action lawsuits, related to invasions of privacy.[16] 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.[17] In February 2000, the FTC announced it had launched an investigation into the matter.[18] 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.[19][20] 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.[21]

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.[22][23][24]

In April 2005, Hellman & Friedman, a San Francisco-based private equity firm, agreed to acquire the company for $1.1 billion.[25][26]

Acquisition by Google

On April 13, 2007, Google agreed to acquire DoubleClick for US$3.1 billion in cash.[27][28][29] 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.[30][31][32] On December 20, 2007, the FTC approved Google's purchase of DoubleClick from its owners Hellman & Friedman and JMI Equity.[33] European Union regulators approved on March 11, 2008, and Google completed the acquisition later that day.[34] 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.[35]

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.[36] Template:Pic In June 2010, Google confirmed its acquisition of Invite Media, a demand-side platform, which it later renamed DoubleClick Bid Manager.[37]

On July 24, 2018, the names and logos of all DoubleClick products were updated, and DoubleClick Bid Manager is now Display & Video 360 (DV360).[38]

See also

References

Page Template:Reflist/styles.css has no content.

  1. ^ Page Module:Citation/CS1/styles.css has no content."DoubleClick Inc. 2004 Form 10-K Annual Report". U.S. Securities and Exchange Commission.
  2. ^ Page Module:Citation/CS1/styles.css has no content.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.
  3. ^ Page Module:Citation/CS1/styles.css has no content.Spangler, Todd (June 27, 2018). "Google Killing Off DoubleClick, AdWords Names in Rebranding of Ad Products". Variety.
  4. ^ Page Module:Citation/CS1/styles.css has no content.Dave, Paresh (June 27, 2018). "Google retires DoubleClick, AdWords brand names". Reuters.
  5. ^ a b Page Module:Citation/CS1/styles.css has no content.Colao, J.J. (December 16, 2017). "Gilt, MongoDB, DoubleClick: Meet The Duo Behind New York's Biggest Tech Companies". Forbes.
  6. ^ Page Module:Citation/CS1/styles.css has no content.WARNER, MELANIE (July 8, 1996). "DOUBLECLICK INTERNET ADVERTISING". Fortune. Archived from the original on January 23, 2025.
  7. ^ Page Module:Citation/CS1/styles.css has no content.Sidor, David (2004). The Click: A Memoir and Lessons Learned During the Great Internet Boom. iUniverse. p. 5. ISBN 978-0-595-32784-3.
  8. ^ Page Module:Citation/CS1/styles.css has no content.McDonough, John; Egolf, Karen (June 18, 2015). The Advertising Age Encyclopedia of Advertising. Routledge. ISBN 9781135949136.
  9. ^ Page Module:Citation/CS1/styles.css has no content.Weller, Bart; Calcott, Lori (July 13, 2012). The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns. Apress. ISBN 9781430240150.
  10. ^ Page Module:Citation/CS1/styles.css has no content."DOUBLECLICK INC (DCLK) IPO". NASDAQ.
  11. ^ Page Module:Citation/CS1/styles.css has no content."DoubleClick enjoys banner IPO". ZDNet. March 2, 1998.
  12. ^ Page Module:Citation/CS1/styles.css has no content."DoubleClick shares soar". CNN. February 20, 1998. Archived from the original on February 20, 2003.
  13. ^ Page Module:Citation/CS1/styles.css has no content.Petersen, Andrea (June 14, 1999). "DoubleClick, Abacus Direct Are Set To Merge in $1 Billion Stock Deal". The Wall Street Journal.
  14. ^ Page Module:Citation/CS1/styles.css has no content."DoubleClick To Buy Abacus Direct". Associated Press. June 14, 1999.
  15. ^ Page Module:Citation/CS1/styles.css has no content.Petersen, Andrea (July 13, 1999). "DoubleClick to Acquire NetGravity In Push to Own Online-Ad Market". The Wall Street Journal.
  16. ^ Page Module:Citation/CS1/styles.css has no content.Hu, Jim (January 2, 2002). "Consumer group blasts DoubleClick in report to FTC". CNET. Retrieved August 12, 2024.
  17. ^ Page Module:Citation/CS1/styles.css has no content.Penenberg, Adam L. (November 7, 2005). "Cookie Monsters". Slate.
  18. ^ Page Module:Citation/CS1/styles.css has no content."U.S. Investigating DoubleClick Over Privacy Concerns". The New York Times. February 17, 2000.
  19. ^ Page Module:Citation/CS1/styles.css has no content."FTC Closes DoubleClick Investigation". ABC News. January 23, 2001.
  20. ^ See In re DoubleClick Inc. Privacy Litigation, 154 F. Supp. 2d 497, 505–06 (S.D.N.Y. 2001)
  21. ^ In re DoubleClick Inc. Privacy Litigation, Settlement Agreement (2002).
  22. ^ Page Module:Citation/CS1/styles.css has no content.Perez, Juan Carlos (April 2, 2008). "Google to cut DoubleClick jobs, sell Performics piece". International Data Group.
  23. ^ Page Module:Citation/CS1/styles.css has no content.Rosencrance, Linda (April 3, 2008). "Google to sell off DoubleClick's Performics unit". Computerworld.
  24. ^ Page Module:Citation/CS1/styles.css has no content.Savitz, Eric (August 6, 2008). "Google Sells Performics Unit To Publicis Groupe". Barron's.
  25. ^ Page Module:Citation/CS1/styles.css has no content.Oser, Kris (April 25, 2005). "DOUBLECLICK ACQUIRED FOR $1.1 BILLION". Advertising Age.
  26. ^ Page Module:Citation/CS1/styles.css has no content.Rohde, Laura (April 25, 2005). "DoubleClick bought for $1.1B". Computerworld.
  27. ^ Page Module:Citation/CS1/styles.css has no content."Google to Acquire DoubleClick" (Press release). Google. April 13, 2007.
  28. ^ Page Module:Citation/CS1/styles.css has no content.Story, Louise; Helft, Miguel (April 14, 2007). "Google Buys DoubleClick for $3.1 Billion". The New York Times.
  29. ^ Page Module:Citation/CS1/styles.css has no content.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.
  30. ^ Page Module:Citation/CS1/styles.css has no content.Lohr, Steve (April 16, 2007). "Microsoft Urges Review of Google-DoubleClick Deal". The New York Times.
  31. ^ Page Module:Citation/CS1/styles.css has no content.Morrissey, Brian (September 27, 2007). "Google, Microsoft Clash Over DoubleClick". AdWeek.
  32. ^ Page Module:Citation/CS1/styles.css has no content.Kaplan, Peter (July 18, 2007). "US lawmakers plan Google-Doubleclick deal hearings". Reuters.
  33. ^ Page Module:Citation/CS1/styles.css has no content.Bartz, Diane (December 20, 2007). "Google wins antitrust OK to buy DoubleClick". Reuters.
  34. ^ Page Module:Citation/CS1/styles.css has no content.Lawsky, David (March 11, 2008). "Google closes DoubleClick merger after EU approval". Reuters.
  35. ^ Page Module:Citation/CS1/styles.css has no content.Mills, Elinor (April 2, 2008). "Google to lay off 300 at DoubleClick". CNET.
  36. ^ Page Module:Citation/CS1/styles.css has no content.Goodin, Dan (November 13, 2007). "DoubleClick caught supplying malware-tainted ads". The Register.
  37. ^ Page Module:Citation/CS1/styles.css has no content.Schonfeld, Erick (June 3, 2010). "Google Confirms Invite Media Acquisition, Brings Bidding To Display Ads". Techcrunch.
  38. ^ Page Module:Citation/CS1/styles.css has no content."Google Marketing Platform's DV360: Everything You Need to Know". January 31, 2022. Retrieved November 30, 2022.
  • Script error: No such module "webarchive".

Lua error in package.lua at line 80: module 'Module:Navbox/configuration' not found. Template:Digital Marketing Company Lua error in package.lua at line 80: module 'Module:Navbox/configuration' not found.

Template:Dot-com Bubble

Retrieved from "https://cosmopedia.co/index.php?title=DoubleClick&oldid=438323"