![]() ![]() In February 2000, the FTC announced it had launched an investigation into the matter. 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. In July 1999, DoubleClick acquired NetGravity and rebranded NetGravity AdServer as DART Enterprise. In June 1999, DoubleClick acquired Abacus Direct, which marketed consumer-purchasing data to catalog firms. Shares rose 75% on the first day of trading. In February 1998, during the dot-com bubble, the company became a public company via an initial public offering. DoubleClick was founded as one of the earliest known Application Service Providers (ASP) for internet "ad-serving"-primarily banner ads. To prevent competition from each company's sales teams, in November 1995 DoubleClick was spun off as an independent, wholly owned subsidiary. O'Connor, Merriman, and O'Daily decided to merge the two companies. Poppe Tyson had created an Interactive Sales division, but lacked the technology to deliver online ads across its network of client's sites. Later that year, O'Connor and Merriman met Fergus O'Daily, the CEO of Poppe Tyson. The product caught the attention of entrepreneur Kevin Ryan, who later joined as the company's CFO and later became its CEO. ![]() They created a system to display banner ads across a network of websites and track their performance to better target internet users. In 1995, Kevin O'Connor and Dwight Merriman developed the concept for DoubleClick in O'Connor's basement. DoubleClick Bid Manager became Display and Video 360, DoubleClick Search became Search Ads 360, and DoubleClick for Publishers (DFP) became Google Ad Manager 360. In June 2018, Google announced plans to rebrand its ads platforms, and DoubleClick was merged into the new Google Marketing Platform brand. On March 11, 2008, Google acquired DoubleClick for $3.1 billion. It was acquired by private equity firms Hellman & Friedman and JMI Equity in July 2005. 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.ĭoubleClick was founded in 1995 by Kevin O'Connor and Dwight Merriman and had headquarters in New York City, United States. 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. was an American advertisement company that developed and provided Internet ad serving services from 1995 until its acquisition by Google in March 2008. ![]() Merged to form Google Marketing Platform in 2018ĭART 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)ĭoubleClick Inc. ![]() For the nerd-folk duo, see The Doubleclicks. This article is about the Google subsidiary. ![]()
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