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DoubleClick is a renowned marketing numérique^[1] company that was established in 1995 by Kevin O’Connor and Dwight Merriman. It was later spearheaded by Kevin Ryan, initially as CFO and subsequently as CEO. DoubleClick’s primary aim was to enhance the purchasing efficiency for advertisers by offering a variety of technological products. This included the DART family of products, which encompassed DFP, DFA, DS, Motif, DE, Vente^[5] Manager, Media Visor, Adapt, and Doubleclick Publicité^[2] Exchange. In 2007, DoubleClick was acquired by Google^[3] for a staggering $3.1 billion, leading to the rebranding of all DoubleClick products in 2018. However, the acquisition was not without controversy, as it raised concerns over competition and vie privée^[4]. Despite these issues, Google continued to expand its advertising capabilities through various acquisitions, selling DoubleClick’s Performics unit to Publicis Groupe and confirming the acquisition of Invite Media. Today, DoubleClick is known as Display & Video 360, following a rebranding in 2018.

Définitions des termes

1. ↑ marketing numérique. Le marketing numérique est un terme générique qui désigne l'utilisation des technologies numériques, principalement l'internet, pour promouvoir des produits ou des marques. Ce concept remonte aux années 1990, avec des étapes importantes comme la première bannière publicitaire cliquable et le développement de l'automatisation du marketing. Les stratégies de base dans ce domaine comprennent le référencement, le SEM, le marketing de contenu et le marketing des médias sociaux. Le marketing numérique joue également un rôle essentiel dans la notoriété de la marque, en influençant le comportement et la prise de décision des consommateurs. Malgré des défis tels que la protection de la vie privée et la nécessité d'adapter les plateformes, des stratégies innovantes telles que la publicité basée sur les données et le remarketing continuent d'évoluer. Cette approche marketing encourage également l'utilisation d'influenceurs et de canaux en ligne pour améliorer la visibilité de la marque et s'engager efficacement auprès des consommateurs. À l'ère moderne, le marketing numérique ne se limite pas à la vente de produits ; il s'agit de construire une identité de marque unique et d'établir un lien fort avec le public.

2. ↑ Publicité ( Advertising ) Advertising is a form of communication used to inform or persuade an audience, often with the goal of selling a product or service. Its history dates back to ancient civilizations, where Egyptians used papyrus for sales messages, and wall paintings were used in ancient Asia, Africa, and South America for promotional purposes. The medium evolved over time, from print in newspapers to audio-visual and digital mediums, with the rise of mass media and technological advancements. Advertising strategies can vary, aiming to raise awareness or drive sales, and can target different audiences on a local, national, or global scale. Various methods include print, radio, web banners, and television ads, among others. New trends have emerged in the advertising business models, like guerrilla marketing and interactive ads. The role of women in advertising has also been notable, with their insights being valued due to their purchasing power.

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Glossaire

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 et mass media, serving businesses like Microsoft, General Motors, Coca-Cola, Motorola, L'Oréal, Palm, Inc., Apple Inc., Visa Inc., Nike, Inc.et 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.

Type d'entreprise	Filiale
L'industrie	Publicité en ligne
Fondée	February 1996; 28 years ago (1996-02) New York City
Fate	Merged to form Google Marketing Platform in 2018
Siège	New York City, U.S.
Produits	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
Notes de bas de page / références

DoubleClick was founded in 1995 by Kevin O'Connor et 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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