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DoubleClick
DoubleClick
is a subsidiary of Google
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 among others. DoubleClick
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
JMI Equity
in July 2005. In March 2008, Google
Google
acquired DoubleClick
DoubleClick
for US$3.1 billion.

Contents

1 History

1.1 Early Years 1.2 Early developments 1.3 Acquisition by Google, Inc.

2 Criticism 3 Products 4 Data collection 5 See also 6 References 7 External links

History[edit] Early Years[edit] Kevin O'Connor and Dwight Merriman started what they originally called the Interactive Advertising Network (IAN) in Kevin's basement around 1995.[2] 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.[3][4] 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
DoubleClick
as an independent, wholly owned subsidiary.[3] Early developments[edit] DoubleClick
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
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 DoubleClick
DoubleClick
DART (Dynamic Advertising Reporting & Targeting) ASP/ SaaS
SaaS
ad-serving 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
DoubleClick
merged with the data-collection agency Abacus
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
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
Abacus
acquisition, in reaction to which DoubleClick
DoubleClick
announced that it would not merge the DoubleClick and Abacus
Abacus
databases. The FTC concluded its investigation in early 2001.[5] 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 Systems Corporation. Acquisition by Google, Inc.[edit] Google
Google
announced on April 13, 2007 that it had come to a definitive agreement to acquire DoubleClick
DoubleClick
for US $3.1 billion in cash.[6] US lawmakers have investigated possible privacy and antitrust implications of the proposed acquisition.[7] At hearings, representatives from Microsoft
Microsoft
warned of a potential monopolistic effect.[8] On December 20, 2007, the FTC approved Google's purchase of DoubleClick
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
DoubleClick
is unlikely to substantially lessen competition."[9] European Union
European Union
regulators followed suit on March 11, 2008. Google
Google
completed the acquisition later that day. On April 2, 2008, Google
Google
announced it would cut 300 jobs at DoubleClick
DoubleClick
due to organizational redundancies. Selected employees would be matched within the Google
Google
organization as per position and experience.[10] Criticism[edit] DoubleClick
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.[11] DoubleClick
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
DoubleClick
does not allow users to opt out of IP address-based tracking.[12] DoubleClick and MSN
MSN
were shown serving malware via drive-by download exploits by a group of attackers for some time in December 2010.[13] Products[edit] DoubleClick
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 advertisers ( DoubleClick
DoubleClick
for Advertisers, or DFA) and the management of ad inventory for publishers ( DoubleClick
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
SaaS
(Software as a Service) products, DART Enterprise is a standalone product running on Linux. In 2004, DoubleClick
DoubleClick
acquired Performics.[14] Performics
Performics
offers affiliate marketing, search engine optimization, and search engine marketing solutions. The marketing solutions were integrated into the core DART system and rebranded DART search. DoubleClick
DoubleClick
Advertising 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
Google
confirmed its acquisition of Invite Media, a Demand-side platform
Demand-side platform
which it later renamed Doubleclick Bid Manager.[15] Data collection[edit] DoubleClick
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:

Web browser Operating System ISP Bandwidth Time of day IP address

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". See also[edit]

Tech companies in the New York City
New York City
metropolitan region

References[edit]

^ Cox, Beth. " DoubleClick
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. ISBN 0-595-32784-2.  ^ See In re DoubleClick
DoubleClick
Inc. Privacy Litigation, 154 F. Supp. 2d 497, 505–06 (S.D.N.Y. 2001) ^ " Google
Google
to Acquire DoubleClick
DoubleClick
– News announcements – News from Google
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
DoubleClick
Deal Will Bring New Meaning to 'Being Googled' Digital - Advertising Age". Adage.com. Retrieved 2013-11-14.  ^ Bartz, Diane (2007-12-20). " Google
Google
wins antitrust OK to buy DoubleClick". Reuters. Retrieved 2013-11-14.  ^ Mills, Elinor (2008-04-02). " Google
Google
to lay off 300 at DoubleClick
DoubleClick
News Blogs - CNET News". News.com. Retrieved 2013-11-14.  ^ Penenberg, Adam L. (7 November 2005). "Cookie Monsters" – via Slate.  ^ "Security Problem Reports". November 2013.  ^ "Google, Microsoft
Microsoft
distribute malware after domain name trickery". ArsTechnica. Retrieved 28 November 2012.  ^ " DoubleClick
DoubleClick
Buys Performics". iMedia Connection. 2004-05-18. Archived from the original on 2013-11-28. Retrieved 2013-11-14.  ^ Schonfeld, Erick. " Google
Google
Confirms Invite Media
Invite Media
Acquisition, Brings Bidding To Display Ads". Techcrunch. Techcrunch. Retrieved 12 September 2015. 

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