DoubleClick

Last updated

DoubleClick Inc.
Company type Subsidiary
Nasdaq: DCLK
Industry Online advertising
FoundedFebruary 1996;28 years ago (1996-02)
New York City
FateMerged to form Google Marketing Platform in 2018
HeadquartersNew York City, U.S.
ProductsDART family includes DFP (For Publishers), DFA (For (for Advertisers), DS (DART Search), Motif (Rich Media), DE (Enterprise), Sales Manager (Publisher), Media Visor (Advertisers), Adapt (Publishers), Doubleclick Advertising Exchange (Both Publishers & Advertisers)
Parent Google
Footnotes /references
[1]

DoubleClick Inc. was an American 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.

Contents

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, 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

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]

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

Related Research Articles

<span class="mw-page-title-main">Google Ads</span> Online advertising platform owned by Google

Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, and videos to web users. It can place ads in the results of search engines like Google Search, mobile apps, videos, and on non-search websites. Services are offered under a pay-per-click (PPC) pricing model.

Yahoo! Native is a native "Pay per click" Internet advertising service provided by Yahoo.

Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked.

LiveRamp Holdings, Inc., is a San Francisco, California-based SaaS company that offers a data connectivity platform whose services include data onboarding, the transfer of offline data online for marketing purposes.

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising, and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings and increase the Call to action (CTA) on the website.

Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other digital platforms, such as content displayed in mobile browsers. Contextual targeting involves the use of linguistic factors to control the placement of advertising material. The advertisements are selected and delivered by automated systems, taking into consideration the context of a user's search or browsing behaviour. As advertisers and marketers increasingly prioritise brand safety and suitability, contextual advertising has emerged as a crucial aspect in safeguarding the reputation and value of a brand.

<span class="mw-page-title-main">Microsoft Advertising</span> Online advertising service

Microsoft Advertising is an online advertising platform developed by Microsoft, where advertisers bid to display brief ads, service offers, product listings and videos to web users. Provides pay per click advertising on search engines Bing, Yahoo! and DuckDuckGo, as well as on other websites, mobile apps, and videos.

Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing, mobile advertising can take place as text ads via SMS, or banner advertisements that appear embedded in a mobile web site.

Kevin O'Connor is an American entrepreneur and co-founder of Graphiq, a research engine founded in Santa Barbara in 2009. Previously, O'Connor was a co-founder of DoubleClick, an internet advertisement-technology, and founder of O'Connor Ventures, a venture capital firm that invests in early stage companies, including COR, 9Star, Surfline, Travidia, Procore and CampusExplorer.

The Google Affiliate Network was the affiliate marketing company, specifically affiliate network, formerly known as Doubleclick Performics, which was bought by Google in 2007. On April 16, 2013, Google announced the closure of the Google Affiliate Network.

Google Ad Manager is an ad management platform introduced by Google on June 27, 2018. for large publishers who have significant direct sales. It combines the features of two former services from Google's DoubleClick subsidiary, DoubleClick for Publishers and DoubleClick Ad Exchange (AdX). Google Ad Manager initially used a second-price auction format, before announcing that it would be replaced with a first-price auction format in March 2019. Google Ad Manager is the free version of this online ad management software and it is recommended for small businesses. Google Ad Manager 360 is the paid version. Google Ad Manager does not require a minimum amount of impressions on individual active ads, but it does have a limit of 200 million impressions per month. Google Ad Manager manages inventory for advertisers, publishers and ad servers. Advertisers are able to manage their inventory of ad creative, publishers are able to manage their ad space inventory, and ad servers can use the platform to determine which ad to serve and where to serve it. Additionally, Google Ad Manager can use data collected from ad performance and ad space performance to make suggested optimizations to the user. These optimizations suggest what the user could change to better reach the goals they have set for a particular campaign.

Bread Financial Holdings, Inc. is an American publicly-traded provider of loyalty and marketing services, such as private label credit cards, coalition loyalty programs, and direct marketing, derived from the capture and analysis of transaction-rich data.

Invite Media is a display advertising and exchange bidding company that was acquired by DoubleClick, a subsidiary of Google Inc., on June 3, 2010 for $81 million. Prior to Google's acquisition, Invite Media partnered up with AlmondNet, a data aggregator and intellectual property licensor.

<span class="mw-page-title-main">Dwight Merriman</span> American businessman

Dwight Merriman is an American Internet executive, racing driver, and entrepreneur in New York City's Silicon Alley. Best known for co-founding DoubleClick with Kevin O'Connor and serving as its CTO for 10 years, Merriman currently serves on the Board of Directors of MongoDB Inc., where he was previously cofounder and chairman.

24/7 Media, formerly 24/7 Real Media is a technology company headquartered in New York City and 20 offices in 12 countries, specializing in Digital Marketing. It provides for publishers, advertisers and agencies globally. It was formerly listed as "TFSM" on the NASDAQ stock exchange. The company was purchased by WPP plc in 2007 for $649 million. David J. Moore is the chairman, founder and CEO. He also served as chairman of the Interactive Advertising Bureau. In December, 2013, 24/7 Media announced it would merge with GroupM subsidiary, Xaxis.

Oracle Advertising, formerly Datalogix, is a cloud-based consumer data collection, activation, and measurement platform for use by digital advertisers. Datalogix was a consumer data collection company based in Westminster, Colorado that provided offline consumer spending data to marketers. In December 2014, Oracle signed an agreement to acquire Datalogix. After the acquisition, Datalogix's name changed to Oracle Data Cloud, which later became Oracle Advertising. Oracle Advertising is part of the Oracle Advertising and Customer Experience (CX) application suite.

This page is a timeline of online advertising. Major launches, milestones and other major events are included.

Taboola, Inc. is a publicly traded advertising and technology company headquartered in New York City. It provides "content recommendation" adverts on its partner websites.

<span class="mw-page-title-main">Neal Mohan</span> American business executive (born 1973)

Neal Mohan is an American business executive who is the current chief executive officer of YouTube.

References

  1. ↑ "DoubleClick Inc. 2004 Form 10-K Annual Report". U.S. Securities and Exchange Commission.
  2. ↑ 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. ↑ Spangler, Todd (June 27, 2018). "Google Killing Off DoubleClick, AdWords Names in Rebranding of Ad Products". Variety .
  4. ↑ Dave, Paresh (June 27, 2018). "Google retires DoubleClick, AdWords brand names". Reuters .
  5. 1 2 Colao, J.J. (December 16, 2017). "Gilt, MongoDB, DoubleClick: Meet The Duo Behind New York's Biggest Tech Companies". Forbes .
  6. ↑ WARNER, MELANIE (July 8, 1996). "DOUBLECLICK INTERNET ADVERTISING". Fortune .
  7. ↑ 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. ↑ McDonough, John; Egolf, Karen (June 18, 2015). The Advertising Age Encyclopedia of Advertising. Routledge. ISBN   9781135949136.
  9. ↑ 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. ↑ "DOUBLECLICK INC (DCLK) IPO". NASDAQ.
  11. ↑ "DoubleClick enjoys banner IPO". ZDNet . March 2, 1998.
  12. ↑ "DoubleClick shares soar". CNN . February 20, 1998.
  13. ↑ Petersen, Andrea (June 14, 1999). "DoubleClick, Abacus Direct Are Set To Merge in $1 Billion Stock Deal" . The Wall Street Journal .
  14. ↑ "DoubleClick To Buy Abacus Direct". Associated Press . June 14, 1999.
  15. ↑ Petersen, Andrea (July 13, 1999). "DoubleClick to Acquire NetGravity In Push to Own Online-Ad Market" . The Wall Street Journal .
  16. ↑ Hu, Jim (January 2, 2002). "Consumer group blasts DoubleClick in report to FTC". CNET. Retrieved August 12, 2024.
  17. ↑ Penenberg, Adam L. (November 7, 2005). "Cookie Monsters". Slate .
  18. ↑ "U.S. Investigating DoubleClick Over Privacy Concerns" . The New York Times . February 17, 2000.
  19. ↑ "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. ↑ Perez, Juan Carlos (April 2, 2008). "Google to cut DoubleClick jobs, sell Performics piece". International Data Group .
  23. ↑ Rosencrance, Linda (April 3, 2008). "Google to sell off DoubleClick's Performics unit". Computerworld .
  24. ↑ Savitz, Eric (August 6, 2008). "Google Sells Performics Unit To Publicis Groupe". Barron's .
  25. ↑ Oser, Kris (April 25, 2005). "DOUBLECLICK ACQUIRED FOR $1.1 BILLION" . Advertising Age .
  26. ↑ Rohde, Laura (April 25, 2005). "DoubleClick bought for $1.1B". Computerworld .
  27. ↑ "Google to Acquire DoubleClick" (Press release). Google. April 13, 2007.
  28. ↑ Story, Louise; Helft, Miguel (April 14, 2007). "Google Buys DoubleClick for $3.1 Billion" . The New York Times .
  29. ↑ 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. ↑ Lohr, Steve (April 16, 2007). "Microsoft Urges Review of Google-DoubleClick Deal" . The New York Times .
  31. ↑ Morrissey, Brian (September 27, 2007). "Google, Microsoft Clash Over DoubleClick". AdWeek .
  32. ↑ Kaplan, Peter (July 18, 2007). "US lawmakers plan Google-Doubleclick deal hearings". Reuters .
  33. ↑ Bartz, Diane (December 20, 2007). "Google wins antitrust OK to buy DoubleClick". Reuters .
  34. ↑ Lawsky, David (March 11, 2008). "Google closes DoubleClick merger after EU approval". Reuters .
  35. ↑ Mills, Elinor (April 2, 2008). "Google to lay off 300 at DoubleClick". CNET .
  36. ↑ Goodin, Dan (November 13, 2007). "DoubleClick caught supplying malware-tainted ads". The Register .
  37. ↑ Schonfeld, Erick (June 3, 2010). "Google Confirms Invite Media Acquisition, Brings Bidding To Display Ads". Techcrunch .
  38. ↑ "Google Marketing Platform's DV360: Everything You Need to Know". January 31, 2022. Retrieved November 30, 2022.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.