DoubleClick




This article is about the Google subsidiary. For the computer term, see double-click. For the nerd-folk duo, see The Doubleclicks.






































DoubleClick
Type
Subsidiary of Google
Industry Online advertising
Founded February 1996; 23 years ago (1996-02)
New York City
Headquarters New York City[1]
Key people
 – Stephanie Abramson, Executive VP and General Counsel
– Neal Mohan, Senior VP of Strategy and Product Development
– Stuart Frankel, Senior VP of DoubleClick & GM of Performics
– John M. Rehl, Senior VP, Global Technical Services
Products DART family includes DFP (For Publishers), DFA (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 (Alphabet Inc.)
Website www.doubleclickbygoogle.com

DoubleClick was a brand of Google which developed and provided Internet ad serving services. Its clients included agencies, marketers and publishers who served businesses like Microsoft, General Motors, Coca-Cola, Motorola, L'Oréal, Palm, Apple, Visa, Nike, and Carlsberg among others.


DoubleClick was founded in 1995 by Kevin O'Connor and Dwight Merriman and had headquarters in New York City, United States. It was formerly listed as "DCLK"[2] on the Nasdaq Stock Market (NASDAQ), and was initially purchased by private equity firms Hellman & Friedman and JMI Equity in July 2005.


In March 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]




Contents






  • 1 History


    • 1.1 Early years


    • 1.2 Early developments


    • 1.3 Acquisition by Google, Inc.




  • 2 Products


  • 3 Data collection


  • 4 See also


  • 5 References


  • 6 External links





History



Early years


In 1995, Kevin O'Connor and Dwight Merriman developed the concept for DoubleClick in O'Connor's basement. The pair created a system to display banner ads across a network of websites and track their performance to better target internet users. [4] The product caught the attention of entrepreneur Kevin Ryan, who later joined as the company's CFO and later became its CEO.[4]


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.[5][6] The merger caused some issues at Poppe Tyson, however, because it meant that Poppe's sales force would compete against the internal sales teams of the websites it served. To remedy the situation, in November 1995 they spun off DoubleClick as an independent, wholly owned subsidiary.[5] DoubleClick was founded as one of the earliest known Application Service Provider (ASP) for internet "ad-serving"—primarily banner ads.[7]



Early developments


DoubleClick launched an IPO on the NASDAQ under the "DCLK" ticker symbol in early 1998.[8] In June 1999, DoubleClick announced that it would merge with Abacus Direct Corp., which marketed consumer-purchasing data to catalog firms.[9] Soon after, privacy groups complained that DoubleClick's plan to combine its online profiling information with offline information gathered by Abacus Direct would violate privacy rules, as it would allow the company to match a person's identity with their online habits, which it tracks through cookies.[10][11] In February 2000, The FTC announced it had launched an investigation into the matter.[12] The investigation was concluded in early 2001, with the FTC stating that it found no evidence that DoubleClick used or disclosed consumers personal identifying information.[13][14]


In April 2005, Hellman & Friedman, a San Francisco-based private equity firm, announced its intent to acquire the company for $1.1 billion.[15] Following the acquisition, the company was separated into two divisions, an internet ad-management business and a data-solutions business for direct marketers.[15]



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.[16][17] The deal raised concerns surrounding competition with both the FTC and the European Union. In May 2007, the FTC requested additional information about the deal after it was urged by competitors, including Microsoft,[18] who believed it would give Google too much control over online advertising.[19] 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."[20]European Union regulators granted approval on March 11, 2008, and Google completed the acquisition later that day.[21] 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.[22]


In 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.[23]



Products


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 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.


In 2004, DoubleClick acquired Performics.[24] 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 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 confirmed its acquisition of Invite Media, a demand-side platform which it later renamed Doubleclick Bid Manager.[25]



Data collection


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


  • Tech companies in the New York City metropolitan region


References





  1. ^ Cox, Beth. "DoubleClick Reportedly to Relocate in New York City". ClickZ. Retrieved 16 December 2017..mw-parser-output cite.citation{font-style:inherit}.mw-parser-output .citation q{quotes:"""""""'""'"}.mw-parser-output .citation .cs1-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/thumb/6/65/Lock-green.svg/9px-Lock-green.svg.png")no-repeat;background-position:right .1em center}.mw-parser-output .citation .cs1-lock-limited a,.mw-parser-output .citation .cs1-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/thumb/d/d6/Lock-gray-alt-2.svg/9px-Lock-gray-alt-2.svg.png")no-repeat;background-position:right .1em center}.mw-parser-output .citation .cs1-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/thumb/a/aa/Lock-red-alt-2.svg/9px-Lock-red-alt-2.svg.png")no-repeat;background-position:right .1em center}.mw-parser-output .cs1-subscription,.mw-parser-output .cs1-registration{color:#555}.mw-parser-output .cs1-subscription span,.mw-parser-output .cs1-registration span{border-bottom:1px dotted;cursor:help}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/thumb/4/4c/Wikisource-logo.svg/12px-Wikisource-logo.svg.png")no-repeat;background-position:right .1em center}.mw-parser-output code.cs1-code{color:inherit;background:inherit;border:inherit;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;font-size:100%}.mw-parser-output .cs1-visible-error{font-size:100%}.mw-parser-output .cs1-maint{display:none;color:#33aa33;margin-left:0.3em}.mw-parser-output .cs1-subscription,.mw-parser-output .cs1-registration,.mw-parser-output .cs1-format{font-size:95%}.mw-parser-output .cs1-kern-left,.mw-parser-output .cs1-kern-wl-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right,.mw-parser-output .cs1-kern-wl-right{padding-right:0.2em}


  2. ^ "DOUBLECLICK INC (DCLK) IPO". NASDAQ.com. Retrieved 2018-07-26.


  3. ^ Spangler, Todd (2018-06-27). "Google Killing Off DoubleClick, AdWords Names in Rebranding of Ad Products". Variety. Retrieved 2018-07-27.


  4. ^ ab Colao, J.J. (December 16, 2017). "Gilt, MongoDB, DoubleClick: Meet The Duo Behind New York's Biggest Tech Companies". Forbes.


  5. ^ ab "Modem Media Poppe Tyson". Retrieved 2017-09-07.


  6. ^ Sidor, David (2004). The Click: A Memoir and Lessons Learned During the Great Internet Boom. iUniverse. p. 5. ISBN 978-0-595-32784-3.


  7. ^ Weller, Bart; Calcott, Lori (2012-07-13). The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns. Apress. ISBN 9781430240150.


  8. ^ Staff. "DoubleClick enjoys banner IPO | ZDNet". ZDNet. Retrieved 2018-09-10.


  9. ^ Petersen, Andrea (14 June 1999). "DoubleClick, Abacus Direct Are Set To Merge in $1 Billion Stock Deal".


  10. ^ "FTC concludes DoubleClick investigation". Retrieved 2018-10-19.


  11. ^ Penenberg, Adam L. (7 November 2005). "Cookie Monsters" – via Slate.


  12. ^ "U.S. Investigating DoubleClick Over Privacy Concerns". Retrieved 2018-10-19.


  13. ^ News, A. B. C. (2006-01-07). "FTC Closes DoubleClick Investigation". ABC News. Retrieved 2018-10-19.


  14. ^ See In re DoubleClick Inc. Privacy Litigation, 154 F. Supp. 2d 497, 505–06 (S.D.N.Y. 2001)


  15. ^ ab "DOUBLECLICK ACQUIRED FOR $1.1 BILLION". Retrieved 2018-10-19.


  16. ^ "Google to Acquire DoubleClick – News announcements – News from Google – Google". Retrieved 2013-11-14.


  17. ^ Helft, Louise Story and Miguel. "Google Buys DoubleClick for $3.1 Billion". Retrieved 2018-10-19.


  18. ^ Teinowitz, Ira (2007-09-27). "Microsoft: DoubleClick Deal Will Bring New Meaning to 'Being Googled' | Digital - Advertising Age". Adage.com. Retrieved 2013-11-14.


  19. ^ Editorial, Reuters. "US lawmakers plan Google-Doubleclick deal hearings". U.S. Retrieved 2018-10-19.


  20. ^ Bartz, Diane (2007-12-20). "Google wins antitrust OK to buy DoubleClick". Reuters. Retrieved 2013-11-14.


  21. ^ Lawsky, David. "Google closes DoubleClick merger after EU approval". U.S. Retrieved 2018-10-19.


  22. ^ Mills, Elinor (2008-04-02). "Google to lay off 300 at DoubleClick | News Blogs - CNET News". News.com. Retrieved 2013-11-14.


  23. ^ "DoubleClick caught supplying malware-tainted ads • The Register". www.theregister.co.uk. Retrieved 2018-10-19.


  24. ^ "DoubleClick Buys Performics". iMedia Connection. 2004-05-18. Archived from the original on 2013-11-28. Retrieved 2013-11-14.


  25. ^ Schonfeld, Erick. "Google Confirms Invite Media Acquisition, Brings Bidding To Display Ads". Techcrunch. Techcrunch. Retrieved 12 September 2015.




External links


  • Official website









Comments

Post a Comment

Popular posts from this blog

Information security

Image
This article is part of a series on Information security Related security categories Internet security Cyberwarfare Computer security Mobile security Network security Threats Computer crime Vulnerability Eavesdropping Malware Spyware Ransomware Trojans Viruses Worms Rootkits Bootkits Keyloggers Screen scrapers Exploits Backdoors Logic bombs Payloads Denial of service Defenses Computer access control Application security Antivirus software Secure coding Secure by default Secure by design Secure operating systems Authentication Multi-factor authentication Authorization Data-centric security Encryption Firewall Intrusion detection system Mobile secure gateway Runtime application self-protection (RASP) v t e Information security , sometimes shortened to InfoSec , is the practice of preventing unauthorized access, use, disclosure, disruption, modification, inspection, recording or destruction of information. Th...
Read more

Lambak Kiri

Image
For Lambak Kiri public housing area, see Lambak Kiri Landless Indigenous Citizens' Housing Scheme. Village in Brunei-Muara, Brunei Lambak Kiri Village Location in Brunei Coordinates: 4°59′26″N 114°57′04″E  /  4.990472°N 114.951114°E  / 4.990472; 114.951114 Coordinates: 4°59′26″N 114°57′04″E  /  4.990472°N 114.951114°E  / 4.990472; 114.951114 Country Brunei District Brunei-Muara Mukim Berakas A Government  • Village head Hamdani Omar Postcode BB1214 Lambak Kiri is a populated place in Brunei-Muara District, Brunei. It is officially a village subdivision under Berakas A, a mukim in the district. Lambak Kiri may also refer to the greater area which includes the Lambak Kiri public housing area of the Landless Indigenous Citizens' Housing Scheme (Malay: Skim Tanah Kurnia Rakyat Jati ), although the latter is a separate subdivision. Contents 1 Name 2 Administration 3 See also 4 References Name ...
Read more

章鱼与海女图

Image
本条目 可参照英語維基百科相應條目来扩充 。 （2014/5/25） 若您熟悉来源语言和主题，请协助参考外语维基扩充条目。请勿直接提交机械翻译，也不要翻译不可靠、低品质内容。依版权协议，译文需在编辑摘要注明来源，或于讨论页顶部标记 {{Translated page}} 标签。 本条目 需要擴充。 （2013年8月15日） 请協助改善这篇條目，更進一步的信息可能會在討論頁或扩充请求中找到。请在擴充條目後將此模板移除。 《 章鱼与海女 》（日语： 蛸と海女 ／ たことあま   Tako to ama ）是一幅由日本畫家葛饰北斋创作的浮世绘，出自1814年（文化4年）出版的艳本《喜能会之故真通》（日语： 喜能会之故真通 ／ きのえのこまつ   Kinoe no Komatsu ）。畫中有兩隻章鱼以觸手攻擊一名採珠的海女，並進行擬似戀獸癖的交媾行為。作品尺寸为6½" × 8¾" （16.51 cm × 22.23 cm）。 [1] 在此之前的类似作品还有北尾重政的艳本《謡曲色番組》及勝川春潮的艳本《艳本千夜多女志》等，有被北斋作为参考的可能性。 《章鱼与海女图》有不同英文翻译，一般称The Dream of the Fisherman's Wife，又作Girl Diver and Octopi、Diver and Two Octopi，Richard Douglas Lane称其为 Girl Diver and Octopi [2] ，Mathi Forrer 称其为 Pearl Diver and Two Octopi [3] ，Danielle Talerico 称其为 Diver and Two Octopi 。 [4] 目录 1 作品介绍 1.1 画中对话 1.2 解释 2 评价 3 影响 3.1 模仿作品 4 另见 5 参考来源 6 外部連結 作品介绍 画中对话 原文 译文 大蛸： いつぞハいつぞハとねらいすましてゐたかいがあつて、けふといふけふ、とうとうとらまへたア。てもむつくりとしたいいぼぼだ。いもよりハなをこうぶつだ。サアサア、すつてすつてすいつくして...
Read more