Editing DoubleClick (section)

{{short description|Subsidiary of Google that provides Internet ad services}}
{{about|the Google subsidiary|the computer term|Double-click}}
{{Use mdy dates|date=June 2019}}

{{Infobox company
| name = DoubleClick Inc.
| logo = File:Doubleclick.svg
| type = [[Subsidiary]]
| traded_as = {{NASDAQ was|DCLK}}
| fate = Merged to form [[Google Marketing Platform]] in 2018
| foundation = {{start date and age|1996|2}}<br>[[New York City]]
| location = New York City, U.S.
| industry = [[Online advertising]]
| 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 = <ref name=10K>{{cite web | url=https://www.sec.gov/Archives/edgar/data/0001049480/000095012305003222/y06461e10vk.htm | title=DoubleClick Inc. 2004 Form 10-K Annual Report | publisher=[[U.S. Securities and Exchange Commission]]}}</ref>
}}

'''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]].<ref>{{Cite news |last=O'Reilly |first=Lara |date=October 30, 2015 |title=Google is bringing DoubleClick to billboard ads for the first time — which could be huge for outdoor advertising |work=[[Business Insider]] |url=https://www.businessinsider.com/google-brings-doubleclick-to-ooh-billboards-2015-10}}</ref> 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 (entrepreneur)|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.<ref>{{Cite news |last=Spangler |first=Todd |date=June 27, 2018 |title=Google Killing Off DoubleClick, AdWords Names in Rebranding of Ad Products |work=[[Variety (magazine)|Variety]] |url=https://variety.com/2018/digital/news/google-doubleclick-adwords-rebranding-1202859088/}}</ref> DoubleClick Bid Manager became Display and Video 360, DoubleClick Search became Search Ads 360, DoubleClick Campaign Manager became Campaign Manager 360 and DoubleClick for Publishers (DFP) became Google Ad Manager 360.<ref>{{Cite news |last=Dave |first=Paresh |date=June 27, 2018 |title=Google retires DoubleClick, AdWords brand names |work=[[Reuters]] |url=https://www.reuters.com/article/us-alphabet-google-advertising/google-retires-doubleclick-adwords-brand-names-idUSKBN1JN0EH}}</ref>