DoubleClick

DoubleClick Inc.
Company type	Subsidiary
Industry	Online advertising
Founded	February 1996; 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 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.^[2] 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 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.^[3] DoubleClick Bid Manager became Display and Video 360, DoubleClick Search became Search Ads 360, and DoubleClick for Publishers (DFP) became Google Ad Manager 360.^[4]

^ "DoubleClick Inc. 2004 Form 10-K Annual Report". U.S. Securities and Exchange Commission.
^ O'Reilly, Lara (October 30, 2015). "Google is bringing DoubleClick to billboard ads for the first time — which could be huge for outdoor advertising". Business Insider.
^ Spangler, Todd (June 27, 2018). "Google Killing Off DoubleClick, AdWords Names in Rebranding of Ad Products". Variety.
^ Dave, Paresh (June 27, 2018). "Google retires DoubleClick, AdWords brand names". Reuters.

[10K-1] "DoubleClick Inc. 2004 Form 10-K Annual Report". U.S. Securities and Exchange Commission.

[2] O'Reilly, Lara (October 30, 2015). "Google is bringing DoubleClick to billboard ads for the first time — which could be huge for outdoor advertising". Business Insider.

[3] Spangler, Todd (June 27, 2018). "Google Killing Off DoubleClick, AdWords Names in Rebranding of Ad Products". Variety.

[4] Dave, Paresh (June 27, 2018). "Google retires DoubleClick, AdWords brand names". Reuters.

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