DOUBLECLICK is a subsidiary of
Googlewhich develops and provides
Internet ad serving services. Its clients include agencies, marketers
AKQAetc.) and publishers who serve customers like
Motorola, L\'Oréal , Palm,
Apple Inc., Visa USA, Nike , Carlsberg among others.
DoubleClick's headquarters is in
New York City
New York City,
DoubleClickwas founded in 1996 by Kevin O\'Connor and Dwight Merriman
. It was formerly listed as "DCLK" on the
NASDAQ, and was purchased
by private equity firms
Hellman & Friedmanand
JMI Equityin July
2005. In March 2008,
DoubleClickfor US$3.1 billion.
* 1 History
* 1.1 Early developments
* 1.2 Acquisition by Google, Inc.
* 2 Criticism
* 3 Products
* 4 Data collection
* 5 See also
* 6 References
* 7 External links
DoubleClickwas founded as one of the earliest known Application
Service Provider (ASP) for internet "ad-serving"—primarily banner
ads. After an IPO on the
NASDAQunder 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,
DoubleClickmerged with the
data-collection agency 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
DoubleClickwas 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 Commissionlaunched an
investigation into DoubleClick's collection and compilation of
personal information shortly after the Abacus acquisition, in reaction
DoubleClickannounced that it would not merge the DoubleClick
and 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 & Friedmanannounced in December 2006 the sale of Abacus to
Epsilon Data Management, whose parent company is
ACQUISITION BY GOOGLE, INC.
Googleannounced on April 13, 2007 that it had come to a definitive
agreement to acquire
DoubleClickfor US $3.1 billion in cash. US
lawmakers have investigated possible privacy and antitrust
implications of the proposed acquisition. At hearings,
Microsoftwarned of a potential monopolistic
effect. On December 20, 2007, the FTC approved Google's purchase of
DoubleClickfrom its owners Hellman -webkit-column-width: 30em;
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* ^ See In re
DoubleClickInc. Privacy Litigation, 154 F. Supp. 2d
497, 505–06 (S.D.N.Y. 2001)
* ^ "
DoubleClick– News announcements – News
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:
Bring New Meaning to \'Being Googled\' Digital - Advertising Age".
Adage.com. Retrieved 2013-11-14.
* ^ Bartz, Diane (2007-12-20). "
Googlewins antitrust OK to buy
DoubleClick". Reuters. Retrieved 2013-11-14.
* ^ Mills, Elinor (2008-04-02). "
Googleto lay off 300 at
DoubleClick News Blogs - CNET News". News.com. Retrieved 2013-11-14.
* ^ Penenberg, Adam L. (7 November 2005). "Cookie Monsters" – via
* ^ "Security Problem Reports". November 2013.
* ^ "Google,
Microsoftdistribute malware after domain name
trickery". _ArsTechnica_. Retrieved 28 November 2012.
* ^ "
DoubleClickBuys Performics". iMedia Connection. 2004-05-18.
* ^ Schonfeld, Erick. "
Brings Bidding To Display Ads". _Techcrunch_. Techcrunch. Retrieved 12