Editing DoubleClick (section)

==Acquisition==
On April 13, 2007, [[Google]] agreed to acquire DoubleClick for US$3.1 billion in cash.<ref>{{cite press release |url=https://googlepress.blogspot.com/2007/04/google-to-acquire-doubleclick_13.html | title=Google to Acquire DoubleClick | publisher=[[Google]] | date=April 13, 2007}}</ref><ref>{{Cite news | url=https://www.nytimes.com/2007/04/14/technology/14DoubleClick.html | title=Google Buys DoubleClick for $3.1 Billion | last2=Helft | first1=Louise | last1=Story | first2=Miguel | work=[[The New York Times]] | date=April 14, 2007 | url-access=subscription}}</ref><ref>{{cite news | url=https://www.wsj.com/articles/SB117649916507469517 | title=Google to Pay $3.1 Billion For Web Firm DoubleClick | first1=Dennis K. | last1=Berman | first2=Kevin J. | last2=Delaney | first3=Robert A. | last3=Guth | work=[[The Wall Street Journal]] | date=April 14, 2007 | url-access=subscription}}</ref> The deal raised concerns surrounding competition with both the [[Federal Trade Commission]] (FTC) and the [[European Union]]. In May 2007, the FTC requested additional information about the deal after it was urged by competitors, including [[Microsoft]], which believed it would give Google too much control over online advertising.<ref>{{cite news | url=https://www.nytimes.com/2007/04/16/technology/16soft.html | title=Microsoft Urges Review of Google-DoubleClick Deal | first=Steve | last=Lohr | work=[[The New York Times]] |date=April 16, 2007 | url-access=subscription}}</ref><ref>{{Cite news | url=https://www.adweek.com/brand-marketing/google-microsoft-clash-over-doubleclick-90463/ | title=Google, Microsoft Clash Over DoubleClick | first=Brian | last=Morrissey | work=[[AdWeek]] | date=September 27, 2007}}</ref><ref>{{Cite news | url=https://www.reuters.com/article/idUSN1832669720070719 | title=US lawmakers plan Google-Doubleclick deal hearings | first=Peter | last=Kaplan | work=[[Reuters]] | date=July 18, 2007}}</ref> On December 20, 2007, the FTC approved Google's purchase of DoubleClick from its owners [[Hellman & Friedman]] and JMI Equity.<ref>{{cite news | url=https://www.reuters.com/article/mergersNews/idUSN2039512220071220 | title=Google wins antitrust OK to buy DoubleClick | last=Bartz | first=Diane | work=[[Reuters]] | date=December 20, 2007}}</ref> [[European Union]] regulators approved on March 11, 2008, and Google completed the acquisition later that day.<ref>{{Cite news | url=https://www.reuters.com/article/us-google-doubleclick-eu-idUSBFA00058020080311 | title=Google closes DoubleClick merger after EU approval | last=Lawsky | first=David | work=[[Reuters]] | date=March 11, 2008}}</ref> 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.<ref>{{cite news | last=Mills | first=Elinor | url=https://www.cnet.com/news/google-to-lay-off-300-at-doubleclick/ | title=Google to lay off 300 at DoubleClick | work=[[CNET]] | date=April 2, 2008}}</ref>

In November 2007, shortly after the announcement of the acquisition, it was reported that DoubleClick had been serving ads designed to trick users into buying malware. This occurred after a malicious website tricked several name-brand websites into serving the ads.<ref>{{Cite news | url=https://www.theregister.com/2007/11/13/doubleclick_distributes_malware/ | title=DoubleClick caught supplying malware-tainted ads | first=Dan | last=Goodin | work=[[The Register]] | date=November 13, 2007}}</ref>

In June 2010, [[Google]] confirmed its acquisition of [[Invite Media]], a [[demand-side platform]], which it later renamed DoubleClick Bid Manager.<ref>{{cite news | title=Google Confirms Invite Media Acquisition, Brings Bidding To Display Ads | url=https://techcrunch.com/2010/06/03/google-confirms-invite-media/ | last=Schonfeld | first=Erick | work=[[Techcrunch]] | date=June 3, 2010}}</ref>

On July 24, 2018, the names and logos of all DoubleClick products were updated, and DoubleClick Bid Manager is now Display & Video 360 (DV360).<ref>{{Cite web |date=2022-01-31 |title=Google Marketing Platform's DV360: Everything You Need to Know |url=https://spaceads.digital/blog/google-marketing-platforms-dv360-everything-you-need-to-know/ |access-date=2022-11-30 |language=en-GB}}</ref>