DoubleClick
DoubleClick is a trademark of Google Inc. offered under the online marketing solutions. With an annual turnover of 301.6 million U.S. dollars ( 2004) and a profit of 37.5 million U.S. dollars (2004 ) before the takeover by Google Inc., the company earns its money through banner, rich media and by search engine advertising. His clients include agencies, distributors such as Universal McCann Interactive, AKQA and or service for clients such as Microsoft, General Motors, Coca -Cola, Motorola, L' Oreal, HP Palm, Visa, Nike, Carlsberg.
DoubleClick was founded in 1996. The company was originally listed as DCLK on the NASDAQ and was acquired by private equity by Hellman & Friedman in July 2005. Unlike other dotcom companies it survived the dot-com bubble. In March 2008, Google Inc. DoubleClick bought up.
History
Beginning
The Internet Advertising Network ( IAN) was founded in 1995 by Kevin O'Connor and Dwight Merriman. The IAN was purchased ( a merger of Bozell, Jacobs, Kenyon & Eckhardt advertising) in 1996 by Poppe - Tyson and renamed DoubleClick. The company was the first to be presented websites to advertising space for sale in online media. 1997 offered other publishers to self-developed online advertising service and administrative technology such as DART Enterprise. During the dot-com decline DoubleClick laid aside his business in the media and today focuses on the supply of advertising and reporting their effectiveness.
Early development
In 1999, DoubleClick merged with the data collection agency Abacus Direct. This sparked fears of about the company plans anonymous Websurferprofile with personal information ( name, address, phone number, etc. ) from the database of Abacus join. This concentration was strongly criticized by privacy organizations. The resistance increased when it was found that sensitive financial data that customers had entered on a known website in a form that was sent to DoubleClick, the advertising spending.
Much of this controversy was triggered by statements from Jason Catlett of Junkbusters ( manufacturer of the Internet Junkbusters ). He complained DoubleClick chose or intended a procedure which was not mentioned anywhere or announced in any service. Due to the negative press DoubleClick failed to racial integration of their services in the services of Abacus and established more stringent privacy requirements, as well as oversight of the above.
In April 2005, based in San Francisco firm Hellman & Friedman announced their interest to take over DoubleClick and continue into two separate lines of business under two different CEOs for development and commercialization. The purchase was completed in July 2005. Hellman & Friedman announced in December 2006, the resale of Abacus to Epsilon Interactive.
Acquisition by Google
On April 13, 2007 Google Inc. announced after the market closes announced that it would acquire for $ 3.1 billion U.S. dollars from the investment company Hellman & Friedman and JMI Equity DoubleClick. So Google sat against competitors such as Microsoft and Yahoo! by -actuated and the then largest acquisition in its history.
U.S. lawmakers have analyzed possible privacy and competitive impact of the acquisition. At the hearings warned Microsoft representatives from a potential monopoly. On 20 December 2007 the Federal Trade Commission approved the purchase. The EU regulator was followed on 11 March 2008. On 2 April of the same year, Google announced that it would cancel 300 jobs due to redundancy.
Criticism
DoubleClick is often associated with spyware as HTTP cookies are set in the browser so that a tracing of the user from website to website is possible. A record of displays and clicked what publicity is also possible.
An IT consulting group in San Francisco, according to DoubleClick offers an opt -out page that affects cookies, but not on the tracing by IP address.
To create profiles, information such as the IP address, domain, browser, local time, operating system, and page views are collected. DoubleClick applications could be used so that data are collected for personal identification. The company states that the stored personal data will be used only for the purpose for which they are asked.
Products
DoubleClick provides technology and services that are sold primarily to advertising agencies and companies from mass media. This is to be enabled to act more targeted and interactive advertising campaigns to switch. Its main business area called DoubleClick DART as which aims at advertising agencies and publishers. DART automates the administration effort for the purchase of advertising space (Media Visor ) and the inventory management for publishers (Sales Manager). DART Enterprise is a redesigned version of the NetGravity ad server, which DoubleClick acquired in 1999 for the purchase of NetGravity.
In May 2004, DoubleClick Performics acquired. This company offered a search engine system, which was clearly adapted to DART. After the takeover by Google Performics was sold to the French Publicis Groupe.
DoubleClick Advertising Exchange, which appeared in the second quarter of 2007, tried to go a step further by advertising buyers and sellers, similar to the traditional stock market, are to be interconnected.