DoubleClick
| DoubleClick | |
|---|---|
|
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| Owner / user | Google LLC |
| Introductory year | 1996 |
| Markets | Online marketing |
| Website | www.marketingplatform.google.com |
DoubleClick (formerly Internet Advertising Network , IAN for short ) is a brand of the US company Google LLC , which offers online marketing solutions.
history
Beginning
The Internet Advertising Network was founded in 1995 by Kevin O'Connor and Dwight Merriman. The IAN was bought by Poppe-Tyson (a merger of Bozell, Jacobs, Kenyon & Eckhardt advertising) in 1996 and renamed DoubleClick. The company was the first to represent websites to sell advertising space in online media. In 1997 it offered other publishers its own online advertising service and administration technology such as DART Enterprise . During the dotcom decline, DoubleClick shed its media business and is now focused on offering advertising and reporting its efficiency.
Early development
In 1999, DoubleClick merged with the data collection agency Abacus Direct . This sparked fears that the company was planning to combine anonymous web surfer profiles with personal information (name, address, telephone number, etc.) from the Abacus database. This association was heavily criticized by data protection organizations. Resistance increased when it was discovered that sensitive financial information customers had entered on a form on a well-known website was being sent to DoubleClick, which issued the advertisement. Much of this controversy was sparked by testimony from Junkbusters' Jason Catlett . He complained that DoubleClick took or intended to act that was not mentioned anywhere or announced on any service. Due to the negative press, DoubleClick refrained from integrating its services into the services of Abacus and established stricter data protection regulations, as well as supervision.
In May 2004, DoubleClick acquired Performics . This company offered a search engine system that was more clearly adapted to DART. After the takeover by Google, Performics was sold to the French Publicis Groupe .
In April 2005, San Francisco-based Hellman & Friedman announced their interest in acquiring DoubleClick and operating it in two separate businesses under two different CEOs for development and marketing. The purchase was completed in July 2005. Hellman & Friedman announced in December 2006 the resale of Abacus to Epsilon Interactive.
Takeover by Google and end
On April 13, 2007, after the market closed, Google Inc. announced that it would acquire DoubleClick for $ 3.1 billion from investment firm Hellman & Friedman and JMI Equity. In doing so, Google prevailed against competitors such as Microsoft and Yahoo and made the largest acquisition in its company's history at the time.
US lawmakers have reviewed the potential privacy and competition consequences of the takeover. At the hearings, Microsoft officials warned of a potential monopoly . On December 20, 2007, the Federal Trade Commission approved the purchase. The EU regulatory authority followed on March 11, 2008. On April 2 of the same year, Google announced that it would cut 300 jobs due to redundancy.
On June 28, 2018, the DoubleClick brand was officially replaced by the newly created Google Marketing Platform.
criticism
Since the takeover of DoubleClick by Google, privacy advocates have raised concerns.
DoubleClick is often associated with spyware , as HTTP cookies are set in the browser in such a way that the user can be traced from website to website. It is also possible to record which advertisements are displayed and clicked on.
Google can use what is known as “behavioral targeting” to track a user through the network. Profiles are created from information such as the IP address, domain, browser, local time, operating system and page views. If the user has enough information about their own preferences on their cookie, advertising can be used in a much more targeted manner. The storage and analysis of personal search queries alone allows extensive possibilities for the creation of individual user profiles. "Tell me what you are looking for and I will tell you who you are". The company declares that “the stored personal data will only be used for the purpose for which it is asked for”, which means practically nothing other than that the data can be used without restriction for any conceivable purpose. According to an IT consulting group from San Francisco, DoubleClick offers an opt-out page that affects cookies, but not on tracking via IP address .
Products
DoubleClick provides technology and services sold primarily to advertising agencies and mass media companies. This should enable them to act more specifically and to run interactive advertising campaigns. DoubleClick calls its main line of business DART, which targets advertising agencies and publishers. DART automates the administrative work involved in purchasing advertising space (Media Visor) and inventory management for publishers (Sales Manager). DART Enterprise is a redesigned version of the NetGravity AdServer that DoubleClick acquired in 1999 when it purchased NetGravity .
DoubleClick Advertising Exchange , launched in the second quarter of 2007, tries to go a step further by connecting advertisers and advertisers, similar to the traditional exchange .
Web links
Individual evidence
- ↑ imedia news report ( Memento from November 28, 2013 in the Internet Archive )
- ↑ http://www.google.com/intl/en/press/pressrel/20080806_performics.html
- ↑ Google to Acquire DoubleClick, press release of April 13, 2007
- ↑ Mega takeover on the Internet: Google buys giant ads for $ 3.1 billion - Spiegel Online from April 13, 2007
- ↑ Reuters: US lawmakers plan Google-Doubleclick deal hearings
- ↑ Google wins antitrust OK to buy DoubleClick
- ↑ CNET: Google to lay off 300 at DoubleClick
- ↑ https://peaksandpies.com/blog/google-marketing-platform-ankuendigung/
- ↑ DoubleClick retracts the tail. heise online, accessed on February 8, 2008 .
- ↑ Data protection as a "huge problem" with search engines. heise online, accessed on February 8, 2008 .
- ↑ Google sees no data protection problem from the DoubleClick takeover. heise online, accessed on February 8, 2008 .
- ↑ Internet search engines as data collectors for law enforcement and business. heise online, accessed on February 8, 2008 .
- ↑ Elvery.com, Jan. 22, 2001: Security Problem Reports (SPRs)