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DOUBLECLICK is a subsidiary of Google
Google
which develops and provides Internet ad serving services. Its clients include agencies, marketers ( Universal McCann , AKQA etc.) and publishers who serve customers like Microsoft
Microsoft
, General Motors
General Motors
, Coca-Cola
Coca-Cola
, Motorola
Motorola
, L\'Oréal , Palm, Inc. , Apple Inc.
Apple Inc.
, Visa USA, Nike , Carlsberg among others. DoubleClick's headquarters is in New York City
New York City
, United States
United States
. DoubleClick was founded in 1996 by Kevin O\'Connor and Dwight Merriman .

It was formerly listed as "DCLK " on the NASDAQ
NASDAQ
, and was purchased by private equity firms Hellman & Friedman and JMI Equity in July 2005. In March 2008, Google
Google
acquired DoubleClick for US$3.1 billion .

CONTENTS

* 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

HISTORY

EARLY DEVELOPMENTS

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 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 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
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
Abacus
acquisition, in reaction to which DoubleClick announced that it would not merge the DoubleClick and Abacus
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
Abacus
to Epsilon Data Management, whose parent company is AllianceData Systems Corporation.

ACQUISITION BY GOOGLE, INC.

Google
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, representatives from Microsoft
Microsoft
warned of a potential monopolistic effect. On December 20, 2007, the FTC approved Google's purchase of DoubleClick from its owners Hellman -webkit-column-width: 30em; column-width: 30em; list-style-type: decimal;">

* ^ See In re DoubleClick Inc. Privacy Litigation, 154 F. Supp. 2d 497, 505–06 (S.D.N.Y. 2001) * ^ " Google
Google
to Acquire 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 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 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 Buys Performics". iMedia Connection. 2004-05-18. 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.

EXTERNAL

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