DoubleClick is a Google subsidiary that develops and provides Internet advertising serving services. His clients include agents, marketers and publishers serving businesses such as Microsoft, General Motors, Coca-Cola, Motorola, L'Orà © al, Palm, Apple, Visa, Nike, and Carlsberg.
DoubleClick was founded in 1996 by Kevin O'Connor and Dwight Merriman and has its headquarters in New York City, USA.
It was previously listed as "DCLK" on NASDAQ, and bought by private equity firm Hellman & amp; Friedman and JMI Equity in July 2005. In March 2008, Google acquired DoubleClick for US $ 3.1 billion.
Video DoubleClick
History
Start Year
Kevin O'Connor and Dwight Merriman started what they originally called the Interactive Advertising Network (IAN) in Kevin's basement around 1995. Later that year, O'Connor and Merriman met Fergus O'Daily, CEO of Poppe Tyson. Poppe Tyson has created an Interactive Sales division, but does not have the technology to deliver online advertising across its client's network of sites. O'Connor, Merriman and O'Daily decided to merge the two companies and name the new DoubleClick entity.
DoubleClick caused some problems in Poppe Tyson, however, as it has Poppe's sales powers compete with each of the internal sales team of the Web site. To resolve the situation, in November 1995 they separated DoubleClick as an independent and wholly owned subsidiary.
Initial development
DoubleClick was founded as one of the earliest Application Service Providers (ASP) known for "internet ad serving" - especially banner ads. After an IPO on the NASDAQ under the ticker symbol "DCLK" in early 1998, the company was associated with internet traffic reports including Yahoo !, AOL, Alta Vista and Excite where the company was listed in the top 10 internet sites in the world - many ad impressions at the time because these early main internet properties gave page views. DoubleClick DART (Dynamic Advertising Reporting & amp; Targeting) ad serving technology enables clear ad serving targeting and reporting per media properties for websites in the network and technology sectors. In 1999, at a cost of US $ 1.7 billion, DoubleClick joined the Abacus Direct data collection agency, which works with offline catalog companies. This raises concerns that the combined company will connect anonymous web-surfing profiles with personally identifiable information (name, address, phone number, e-mail, address, etc.) collected by Abacus.
This merger waves and is criticized by the privacy organization. It was found that users of sensitive financial information signing in on popular websites offering financial software are being sent to DoubleClick, who submitted ads. Much of this controversy is generated by a statement made by Jason Catlett of Junkbusters, who claims that DoubleClick is doing and/or intended to do things that were never mentioned or put into service planned or announced. The Federal Trade Commission launched an investigation into the DoubleClick collection and compiled personal information shortly after the acquisition of Abacus, in reaction to which DoubleClick announced it would not merge DoubleClick and Abacus databases. The FTC completed its investigation in early 2001. In April 2005, Hellman & amp; Friedman, a private company based in San Francisco, announced its intention to acquire the company and operate it as two separate divisions with two separate CEOs for TechSolutions and Data Marketing. The deal closed in July 2005. Hellman & amp; Friedman announced in December 2006 the sale of Abacus to Epsilon Data Management, whose parent company is AllianceData Systems Corporation.
Acquisition by Google, Inc.
Google announced on April 13, 2007 that it had reached a definitive agreement to acquire DoubleClick for US $ 3.1 billion in cash. US lawmakers have investigated the possible privacy and antitrust implications of the proposed acquisition. At the hearing, representatives of Microsoft warned about the potential monopoly effect. On December 20, 2007, the FTC approved the purchase of DoubleClick from its owner, Hellman & amp; Friedman and JMI Equity, said, "After carefully reviewing the evidence, we have concluded that Google's proposed DoubleClick acquisition is unlikely to substantially reduce competition." The EU Regulators followed on March 11, 2008. Google completed the acquisition later that day. On April 2, 2008, Google announced it would cut 300 jobs at DoubleClick due to organizational redundancies. Selected employees will be matched within Google organizations according to their position and experience.
Maps DoubleClick
Criticism
DoubleClick is often associated with controversy over spyware because the HTTP browser cookie is set to track users as they travel from websites to websites and keep track of the commercial ads they see and select while browsing. DoubleClick is also criticized for misleading users by offering effectively useless opt-out options. According to the San Francisco IT consulting group, although the opt-out option affects cookies, DoubleClick does not allow users to opt out of IP address-based tracking. DoubleClick and MSN are displayed serving malware via download exploits by riders by a group of attackers for some time in December 2010.
Products
DoubleClick offers technology products and services sold primarily to agencies and media companies to enable clients to direct, target, deliver and report on their interactive advertising campaigns. The company's main product line is officially known as DART , designed for advertisers and publishers. DART automates administrative efforts in the ad buying cycle for advertisers (DoubleClick for Advertisers, or DFA) and ad inventory management for publishers (DoubleClick for Publishers, or DFP). This is intended to improve the efficiency of advertiser purchases and to minimize unsold inventory for publishers. DART Enterprise is a revamped version of NetGravity AdServer, which DoubleClick acquired with NetGravity purchases in 1999. Unlike DFA and DFP products, both of which are SaaS (Software as Services) products, DART Enterprise is a standalone product running on Linux.
In 2004, DoubleClick acquired Performics. Performics offers affiliate marketing, search engine optimization, and search engine marketing solutions. Marketing solutions are integrated into the core DART system and branded DART search. DoubleClick Ad Exchange (released Q2 2007) tries to go a step further by connecting buyers and media sellers to exchange ads like traditional stock exchanges. In June 2010, Google confirmed the acquisition of Invite Media, a Request side platform which later renamed Doubleclick Bid Manager.
Data collection
DoubleClick targets along various criteria. Targeting can be done using IP addresses, business rules assigned by clients or by reference to information about users stored using cookies on their computers. Some types of information collected are:
- Web browser
- Operating System
- ISP
- Bandwidth
- Time of day
- IP address
In addition, cookie information can be used to target ads based on the number of times a user has been exposed to a given message. This is known as "frequency capping".
See also
- Tech companies in the New York City metropolitan area
References
External links
- Official website
Source of the article : Wikipedia
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