Doubleclick.net Biography & Web Analysis

DoubleClick Inc. was an 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.
In 1995, Kevin O'Connor and Dwight Merriman developed the concept for DoubleClick in O'Connor's basement. They created a system to display banner ads across a network of websites and track their performance to better target internet users. The product caught the attention of entrepreneur Kevin Ryan, who later joined as the company's CFO and later became its CEO.
In February 1998, during the dot-com bubble, the company became a public company via an initial public offering. Shares rose 75% on the first day of trading.
In July 1999, DoubleClick acquired NetGravity and rebranded NetGravity AdServer as DART Enterprise.
In February 2000, the FTC announced it had launched an investigation into the matter.
The investigation was concluded in January 2001, with the FTC stating that it found no evidence that DoubleClick used or disclosed consumers personal identifying information.
In 2004, DoubleClick acquired Performics, which offered affiliate marketing, search engine optimization, and search engine marketing products. These products were integrated into the core DART system and rebranded DART search. DoubleClick Advertising Exchange connected both media buyers and sellers on an advertising exchange much like a traditional stock exchange. Google sold Performics in 2008 to Publicis.
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.