DoubleClick is a subsidiary of
Google which develops and provides
Internet ad serving services. Its clients include agencies, marketers
and publishers who serve businesses like Microsoft, General Motors,
Coca-Cola, Motorola, L'Oréal, Palm, Apple, Visa, Nike, and Carlsberg
DoubleClick was founded in 1996 by Kevin O'Connor and Dwight Merriman
and have headquarters in New York City, United States.
It was formerly listed as "DCLK" on the NASDAQ, and was purchased by
private equity firms Hellman & Friedman and
JMI Equity in July
2005. In March 2008,
DoubleClick for US$3.1 billion.
1.1 Early Years
1.2 Early developments
1.3 Acquisition by Google, Inc.
4 Data collection
5 See also
7 External links
Kevin O'Connor and
Dwight Merriman started what they originally called
the Interactive Advertising Network (IAN) in Kevin's basement around
1995. Later that year, O'Connor and Merriman met Fergus O'Daily,
the CEO 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 and named the new entity DoubleClick.
DoubleClick caused some issues at Poppe Tyson, however, as it had
Poppe's sales force compete against each Web site's internal sales
teams. To remedy the situation, in November 1995 they spun off
DoubleClick as an independent, wholly owned subsidiary.
DoubleClick was founded as one of the earliest known Application
Service Provider (ASP) for internet "ad-serving"—primarily banner
ads. After an IPO on the
NASDAQ under the "DCLK" ticker symbol in
early 1998, the company was associated with an internet traffic report
including Yahoo!, AOL, Alta Vista and Excite where the company was
listed within the top 10 internet websites in the world—when it was
delivering as many ad impressions at the time as these early major
internet properties were delivering page views. Its
(Dynamic Advertising Reporting & Targeting) ASP/
technology allowed clear targeting and reporting of ad-serving per
media property for websites within its network and technology sectors.
In 1999, at a cost of US $1.7 billion,
DoubleClick merged with the
Abacus Direct, which works with offline catalog
companies. This raised fears that the combined company would link
anonymous Web-surfing profiles with personally identifiable
information (name, address, telephone number, e-mail, address, etc.)
collected by Abacus.
This merger made waves and was criticized by privacy organizations. It
was discovered that sensitive financial information users entered on a
popular website that offered financial software was being sent to
DoubleClick, which delivered the advertisements. Much of this
controversy was generated by statements made by Jason Catlett of
Junkbusters, who claimed that
DoubleClick was doing and/or intended to
do things that it had never mentioned or included in any planned or
announced service. The
Federal Trade Commission
Federal Trade Commission launched an
investigation into DoubleClick's collection and compilation of
personal information shortly after the
Abacus acquisition, in reaction
DoubleClick announced that it would not merge the DoubleClick
Abacus databases. The FTC concluded its investigation in early
2001. In April 2005, Hellman & Friedman, a San Francisco-based
private equity firm, announced its intent to acquire the company and
operate it as two separate divisions with two separate CEOs for
TechSolutions and Data Marketing. The deal was closed in July 2005.
Hellman & Friedman announced in December 2006 the sale of Abacus
to Epsilon Data Management, whose parent company is AllianceData
Acquisition by Google, Inc.
Google announced on April 13, 2007 that it had come to a definitive
agreement to acquire
DoubleClick for US $3.1 billion in cash. US
lawmakers have investigated possible privacy and antitrust
implications of the proposed acquisition. At hearings,
Microsoft warned of a potential monopolistic
effect. On December 20, 2007, the FTC approved Google's purchase of
DoubleClick from its owners Hellman & Friedman and JMI Equity,
saying, "After carefully reviewing the evidence, we have concluded
that Google's proposed acquisition of
DoubleClick is unlikely to
substantially lessen competition."
European Union regulators
followed suit on March 11, 2008.
Google completed the acquisition
later that day. On April 2, 2008,
Google announced it would cut 300
DoubleClick due to organizational redundancies. Selected
employees would be matched within the
Google organization as per
position and experience.
DoubleClick is often linked with the controversy over spyware because
browser HTTP cookies are set to track users as they travel from
website to website and record which commercial advertisements they
view and select while browsing.
DoubleClick has also been
criticized for misleading users by offering an opt-out option that is
effectively useless. According to a San Francisco IT consulting group,
although the opt-out option affects cookies,
DoubleClick does not
allow users to opt out of IP address-based tracking. DoubleClick
MSN were shown serving malware via drive-by download exploits by a
group of attackers for some time in December 2010.
DoubleClick offers technology products and services that are sold
primarily to advertising agencies and media companies to allow clients
to traffic, target, deliver, and report on their interactive
advertising campaigns. The company's main product line is formally
known as DART, which is designed for advertisers and publishers. DART
automates the administration effort in the ad buying cycle for
DoubleClick for Advertisers, or DFA) and the management
of ad inventory for publishers (
DoubleClick for Publishers, or DFP).
It is intended to increase the purchasing efficiency of advertisers
and to minimize unsold inventory for publishers. DART Enterprise is
the rebranded version of NetGravity AdServer, which DoubleClick
acquired with its purchase of NetGravity in 1999. Unlike the DFA and
DFP products which are both
SaaS (Software as a Service) products,
DART Enterprise is a standalone product running on Linux.
DoubleClick acquired Performics.
affiliate marketing, search engine optimization, and search engine
marketing solutions. The marketing solutions were integrated into the
core DART system and rebranded DART search.
Exchange (released Q2 2007) attempts to go even further by connecting
both media buyers and sellers on an advertising exchange much like a
traditional stock exchange. In June 2010,
Google confirmed its
acquisition of Invite Media, a
Demand-side platform which it later
renamed Doubleclick Bid Manager.
DoubleClick targets along various criteria. Targeting can be
accomplished using IP addresses, business rules set by the client or
by reference to information about users stored using cookies on their
machines. Some of the types of information collected are:
Time of day
In addition, the cookie information may be used to target ads based on
the number of times the user has been exposed to any given message.
This is known as "frequency capping".
Tech companies in the
New York City
New York City metropolitan region
^ Cox, Beth. "
DoubleClick Reportedly to Relocate in New York City".
ClickZ. Retrieved 16 December 2017.
^ Colao, J.J. (December 16, 2017). "Gilt, MongoDB, DoubleClick: Meet
The Duo Behind New York's Biggest Tech Companies". Forbes.
^ a b "Modem Media Poppe Tyson". Retrieved 2017-09-07.
^ Sidor, David (2004). The Click: A Memoir and Lessons Learned During
the Great Internet Boom. iUniverse. p. 5.
^ See In re
DoubleClick Inc. Privacy Litigation, 154 F. Supp. 2d 497,
505–06 (S.D.N.Y. 2001)
Google to Acquire
DoubleClick – News announcements – News from
Google – Google". Google.com. Retrieved 2013-11-14.
^ "US lawmakers plan Google-Doubleclick deal hearings". Reuters.
2007-07-19. Retrieved 2013-11-14.
^ Teinowitz, Ira (2007-09-27). "Microsoft:
DoubleClick Deal Will Bring
New Meaning to 'Being Googled' Digital - Advertising Age".
Adage.com. Retrieved 2013-11-14.
^ Bartz, Diane (2007-12-20). "
Google wins antitrust OK to buy
DoubleClick". Reuters. Retrieved 2013-11-14.
^ Mills, Elinor (2008-04-02). "
Google to lay off 300 at
News Blogs - CNET News". News.com. Retrieved 2013-11-14.
^ Penenberg, Adam L. (7 November 2005). "Cookie Monsters" – via
^ "Security Problem Reports". November 2013.
Microsoft distribute malware after domain name trickery".
ArsTechnica. Retrieved 28 November 2012.
DoubleClick Buys Performics". iMedia Connection. 2004-05-18.
Archived from the original on 2013-11-28. Retrieved 2013-11-14.
^ Schonfeld, Erick. "
Invite Media Acquisition, Brings
Bidding To Display Ads". Techcrunch. Techcrunch. Retrieved 12
List of mergers and acquisitions by Alphabet
Don't be evil
DoubleClick for Publishers
Chrome Web Store
News & Weather
Movies & TV
Summer of Code
Docs, Sheets, Slides, Forms
Insights for Search
Picasa Web Albums
Questions and Answers
Arts & Culture
Google Business Groups
Made with Code
Google Developer Expert
Google for Work
Lunar X Prize
Highly Open Participation Contest
111 Eighth Avenue
John L. Hennessy
Shirley M. Tilghman
"Google: Behind the Screen" (2006 documentary)
Google: The Thinking Factory (2008 documentary)
Google and the World Brain (2013 documentary)
Monopoly City Streets
Bain & Company
Bain Capital Ventures
Bombardier Recreational Products
Burlington (department store)
GOME Electrical Appliances
Hospital Corporation of America
Kansas City Bolt and Nut Company plant
New Life Lodge
Toys "R" Us
Warner Music Group
The Weather Channel
Aspen Education Group
Aspen Achievement Academy
Academy at Swift River
Bromley Brook School
Mount Bachelor Academy
New Leaf Academy