DoubleClick | Sociamonials Blog

DoubleClick

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DoubleClick, a distinguished company in the digital marketing^[1] sector, was founded in 1995 by Kevin O’Connor and Dwight Merriman. Kevin Ryan later took over the reins, first as the CFO and then as the CEO. The primary objective of DoubleClick was to improve the buying efficiency for advertisers through a spectrum of technological products. Among these was the DART suite of products, including DFP, DFA, DS, Motif, DE, Sales Manager, Media Visor, Adapt, and Doubleclick Advertising^[2] Exchange. In 2007, Google^[3] acquired DoubleClick for an impressive $3.1 billion, resulting in a 2018 rebranding of all DoubleClick products. The acquisition, however, sparked debates over competition and privacy. Regardless, Google persisted in broadening its advertising scope through multiple acquisitions, selling DoubleClick’s Performics division to Publicis Groupe and finalizing the acquisition of Invite Media. In 2018, following a rebranding, DoubleClick is now recognized as Display & Video 360.

Terms definitions

1. ↑ digital marketing. Digital marketing, a broad term, refers to the utilization of digital platforms, predominantly the Internet, for the advertisement of products or services. Its roots can be traced back to the 1990s, marking key events such as the first clickable banner ad and the emergence of marketing automation. Fundamental tactics in digital marketing encompass SEO, SEM, content marketing, and social media marketing. It plays a crucial role in enhancing brand recognition, influencing consumer behavior, and guiding their choices. Despite hurdles such as privacy issues and the necessity for platform adaptation, novel tactics like data-driven marketing and retargeting continue to progress. This marketing technique also promotes the engagement of influencers and digital channels to amplify brand visibility and interact effectively with consumers. Nowadays, digital marketing extends beyond merely selling products; it's about carving out a distinctive brand persona and fostering a robust bond with the audience.

2. ↑ Advertising ( Advertising ) Promoting a product or service through communication, also known as advertising, aims to inform or persuade a target audience. Its roots trace back to early civilizations where sales messages were inscribed on Egyptian papyrus, and wall murals were utilized for promotional purposes across ancient Asia, Africa, and South America. Over the centuries, advertising has adapted to technological advancements and the rise of mass media, transitioning from newspaper prints to audio-visual and digital platforms. The strategies employed in advertising vary, with some focusing on raising awareness or boosting sales, targeting different demographics at a local, national, or international level. Common methods encompass print, radio, web banners, and television commercials, among others. Modern advertising models have introduced innovative trends like guerrilla marketing and interactive advertisements. Women's contribution to advertising is significant, with their perspectives highly valued due to their influential purchasing power.

DoubleClick (Wikipedia)

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. 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.

DoubleClick Inc.

Company type	Subsidiary
Industry	Online advertising
Founded	February 1996; 28 years ago (1996-02) New York City
Fate	Merged to form Google Marketing Platform in 2018
Headquarters	New York City, U.S.
Products	DART 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

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. DoubleClick Bid Manager became Display and Video 360, DoubleClick Search became Search Ads 360, and DoubleClick for Publishers (DFP) became Google Ad Manager 360.

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