DoubleClick
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| Subsidiary of Google | |
| Industry | Online advertising |
| Founded | February 1996 New York City |
| Headquarters | New York City |
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Key people
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– 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 |
DoubleClick is a subsidiary of 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, General Motors, Coca-Cola, Motorola, L'Oréal, Palm, Inc., Apple Inc., Visa USA, Nike, Carlsberg among others. DoubleClick's headquarters is in New York City, United States. DoubleClick was founded in 1996 by Kevin O'Connor and Dwight Merriman. It was formerly listed as "DCLK" on the NASDAQ, and was purchased by private equity firms Hellman & Friedman and JMI Equity in July 2005. In March 2008, Google acquired DoubleClick for US$3.1 billion.
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 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 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 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.
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