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DoubleClick

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DoubleClick is a renowned digital marketing[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, Sales[5] Manager, Media Visor, Adapt, and Doubleclick Advertising[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 privacy[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.

Terms definitions
1. digital marketing. Digital marketing is a comprehensive term that represents the use of digital technologies, primarily the Internet, to promote products or brands. This concept traces back to the 1990s, with significant milestones like the first clickable banner ad and the development of marketing automation. Core strategies in this field include SEO, SEM, content marketing, and social media marketing. Digital marketing also plays a pivotal role in brand awareness, influencing consumer behavior and decision-making. Despite challenges like privacy concerns and the need for platform adaptation, innovative strategies like data-driven advertising and remarketing continue to evolve. This marketing approach also encourages the use of influencers and online channels to enhance brand visibility and engage with consumers effectively. In the modern era, digital marketing is not only about selling products; it's about building a unique brand identity and establishing a strong connection with the audience.
2. Advertising ( 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.
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 typeSubsidiary
IndustryOnline advertising
FoundedFebruary 1996; 28 years ago (1996-02)
New York City
FateMerged to form Google Marketing Platform in 2018
HeadquartersNew York City, U.S.
ProductsDART 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)
ParentGoogle
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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