for the computer term see double click . for the nerd folk duo see the doubleclicks . this article has multiple issues . please help improve it or discuss these issues on the talk page . learn how and when to remove these template messages the neutrality of this article is disputed . relevant discussion may be found on the talk page . please do not remove this message until conditions to do so are met . may 2015 learn how and when to remove this template message this article needs additional citations for verification . please help improve this article by adding citations to reliable sources . unsourced material may be challenged and removed . september 2015 learn how and when to remove this template message learn how and when to remove this template message doubleclick type subsidiary of google industry online advertising founded february 1996 ; 20 years ago 1996 02 new york city new york u.s. headquarters new york city key people stephanie abramson executive vp and general counsel neal mohan senior vp of strategy and product development stuart frankel senior vp of doubleclick & gm of performics john m. rehl senior vp global technical services products dart family includes dfp for publishers dfa 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 alphabet inc. website www.doubleclickbygoogle.com doubleclick is a subsidiary of google which develops and provides internet ad serving services . its clients include agencies marketers universal mccann akqa etc. and publishers who serve customers like microsoft general motors coca cola motorola l or al palm inc. apple inc. visa usa nike carlsberg among others . doubleclick s headquarters is in new york city united states . not verified in body doubleclick was founded in 1996 by kevin o connor and dwight merriman . it was formerly listed as dclk on the nasdaq and was purchased by private equity firms hellman & friedman and jmi equity in july 2005 . in march 2008 google acquired doubleclick for us 3.1 billion . contents 1 history 1.1 early developments 1.2 acquisition by google inc. 2 criticism 3 products 4 data collection 5 see also 6 references 7 external links history edit early developments edit doubleclick was founded as one of the earliest known application service provider asp for internet ad serving primarily banner ads . after an ipo on the nasdaq under the dclk ticker symbol in early 1998 the company was associated with an internet traffic report including yahoo aol alta vista and excite where the company was listed within the top 10 internet websites in the world when it was delivering as many ad impressions at the time as these early major internet properties were delivering page views . its doubleclick dart dynamic advertising reporting & targeting asp saas ad serving technology allowed clear targeting and reporting of ad serving per media property for websites within its network and technology sectors . in 1999 at a cost of us 1.7 billion doubleclick merged with the data collection agency abacus direct which works with offline catalog companies . this raised fears that the combined company would link anonymous web surfing profiles with personally identifiable information name address telephone number e mail address etc. collected by abacus . this merger made waves and was criticized by privacy organizations . it was discovered that sensitive financial information users entered on a popular website that offered financial software was being sent to doubleclick which delivered the advertisements . much of this controversy was generated by statements made by jason catlett of junkbusters who claimed that doubleclick was doing and or intended to do things that it had never mentioned or included in any planned or announced service . the federal trade commission launched an investigation into doubleclick s collection and compilation of personal information shortly after the abacus acquisition in reaction to which doubleclick announced that it would not merge the doubleclick and abacus databases . the ftc concluded its investigation in early 2001 . 1 in april 2005 hellman & friedman a san francisco based private equity firm announced its intent to acquire the company and operate it as two separate divisions with two separate ceos for techsolutions and data marketing . the deal was closed in july 2005 . hellman & friedman announced in december 2006 the sale of abacus to epsilon interactive whose parent company is alliancedata systems corporation . acquisition by google inc. edit google announced on april 13 2007 that it had come to a definitive agreement to acquire doubleclick for us 3.1 billion in cash . 2 us lawmakers have investigated possible privacy and antitrust implications of the proposed acquisition . 3 at hearings representatives from microsoft warned of a potential monopolistic effect . 4 on december 20 2007 the ftc approved google s purchase of doubleclick from its owners hellman & friedman and jmi equity saying after carefully reviewing the evidence we have concluded that google s proposed acquisition of doubleclick is unlikely to substantially lessen competition . 5 european union regulators followed suit on march 11 2008 . google completed the acquisition later that day . on april 2 2008 google announced it would cut 300 jobs at doubleclick due to organizational redundancies . selected employees would be matched within the google organization as per position and experience . 6 criticism edit doubleclick is often linked with the controversy over spyware because browser http cookies are set to track users as they travel from website to website and record which commercial advertisements they view and select while browsing . 7 doubleclick has also been criticized for misleading users by offering an opt out option that is effectively useless . according to a san francisco it consulting group although the opt out option affects cookies doubleclick does not allow users to opt out of ip address based tracking . 8 doubleclick and msn were shown serving malware via drive by download exploits by a group of attackers for some time in december 2010 . 9 products edit doubleclick offers technology products and services that are sold primarily to advertising agencies and media companies to allow clients to traffic target deliver and report on their interactive advertising campaigns . the company s main product line is formally known as dart which is designed for advertisers and publishers . dart automates the administration effort in the ad buying cycle for advertisers doubleclick for advertisers or dfa and the management of ad inventory for publishers doubleclick for publishers or dfp . it is intended to increase the purchasing efficiency of advertisers and to minimize unsold inventory for publishers . dart enterprise is the rebranded version of netgravity adserver which doubleclick acquired with its purchase of netgravity in 1999 . unlike the dfa and dfp products which are both software as a service saas products dart enterprise is a standalone product running on linux . in 2004 doubleclick acquired performics . 10 performics offers affiliate marketing search engine optimization and search engine marketing solutions . the marketing solutions were integrated into the core dart system and rebranded dart search . doubleclick advertising exchange released q2 2007 attempts to go even further by connecting both media buyers and sellers on an advertising exchange much like a traditional stock exchange . in june 2010 google confirmed its acquisition of invite media a demand side platform which it later renamed doubleclick bid manager . 11 data collection edit doubleclick targets along various criteria . targeting can be accomplished using ip addresses business rules set by the client or by reference to information about users stored using cookies on their machines . some of the types of information collected are web browser operating system isp bandwidth time of day ip address in addition the cookie information may be used to target ads based on the number of times the user has been exposed to any given message . this is known as frequency capping . see also edit fastclick references edit see in re doubleclick inc. privacy litigation 154 f. supp . 2d 497 505 06 s.d.n.y. 2001 google to acquire doubleclick news announcements news from google google . google.com . retrieved 2013 11 14 . us lawmakers plan google doubleclick deal hearings . reuters . 2007 07 19 . retrieved 2013 11 14 . teinowitz ira 2007 09 27 . microsoft doubleclick deal will bring new meaning to being googled digital advertising age . adage.com . retrieved 2013 11 14 . bartz diane 2007 12 20 . google wins antitrust ok to buy doubleclick . reuters . retrieved 2013 11 14 . mills elinor 2008 04 02 . google to lay off 300 at doubleclick news blogs cnet news . news.com . retrieved 2013 11 14 . 1 google adsense . november 2013 . google microsoft distribute malware after domain name trickery . arstechnica . retrieved 28 november 2012 . doubleclick buys performics . imedia connection . 2004 05 18 . retrieved 2013 11 14 . schonfeld erick . google confirms invite media acquisition brings bidding to display ads . techcrunch . techcrunch . retrieved 12 september 2015 . external links edit doubleclick.com doubleclick advertiser blog doubleclick publisher blog doubleclick on google doubleclick on twitter doubleclick on linkedin doubleclick on youtube doubleclick on facebook v t e google overview alphabet inc. history list of mergers and acquisitions products criticism privacy concerns censorship domains easter eggs don t be evil advertising admob adscape adsense adwords analytics contributor partners doubleclick doubleclick for publishers wallet communication allo alerts apps script duo calendar contacts gmail history interface google groups hangouts 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