In 1995, Kevin O'Connor and Dwight Merriman developed the concept for DoubleClick in O'Connor's basement. DoubleClick Bid Manager became Display and Video 360, DoubleClick Search became Search Ads 360, and DoubleClick for Publishers (DFP) became Google Ad Manager 360. In June 2018, Google announced plans to rebrand its ads platforms, and DoubleClick was merged into the new Google Marketing Platform brand. On March 11, 2008, Google acquired DoubleClick for $3.1 billion. It was acquired by private equity firms Hellman & Friedman and JMI Equity in July 2005. 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.ĭoubleClick was founded in 1995 by Kevin O'Connor and Dwight Merriman and had headquarters in New York City, United States. 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. was an American advertisement company that developed and provided Internet ad serving services from 1995 until its acquisition by Google in March 2008. Merged to form Google Marketing Platform in 2018ĭART 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)ĭoubleClick Inc. For the nerd-folk duo, see The Doubleclicks. This article is about the Google subsidiary.
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