DoubleClick
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- For the computer term: Double-click (computing)
DoubleClick is the leading provider of solutions for advertising agencies, marketers and web publishers to plan, execute and analyze their marketing programs.
DoubleClick's marketing solutions - - online advertising, search engine marketing, affiliate marketing, email marketing, database marketing, data management and marketing resource management - - help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics tools help clients measure performance within and across channels.
Brief Overview
Listed as DCLK on the NASDAQ, DoubleClick was founded in 1996, and is well established in internet marketing. They were one of the few dot-coms to survive the dot-com bubble burst. DoubleClick's President is David S. Rosenblatt, its CEO and Director is Kevin P. Ryan.
DoubleClick History
DoubleClick was formerly engaged in the online media business, in addition to ad serving, meaning it helped web sites sell advertising to marketers. However, DoubleClick divested its media business several years ago, and today DoubleClick is purely involved in ad serving from the technology end - uploading ads and reporting on their performance. For that reason, DoubleClick is no longer considered to be an ad network, but rather an ad server.
DoubleClick is sometimes linked with the controversy over spyware which is installed to track users as they travel from website to website and record what commercial advertisements they view and select while browsing. However, the company maintains that it is important to understand the difference between DoubleClick's ad serving tags and the spyware/adware companies.
The companies which are most often referred to as spyware or adware represent programs external to the browser that may engage in activities such as: monitoring keystrokes or movement on the Web, examining files and programs installed on the user's hard-drive and generally behaving similarly to a virus. DoubleClick's DART, on the other hand, is well-governed within the framework of the browser. DART's opt-out policies are very straightforward and DoubleClick cookies are easy to identify and deactivate.
Some years back, DoubleClick garnered some negative publicity from privacy advocates when they merged with Abacus Direct. The main problem was a possible invasion of privacy, however DoubleClick was cleared of these charges by the federal courts and state attorneys general.
In April 2005, Hellman & Friedman, a San Francisco-based private equity firm announced its intent to acquire the company and operate it as two separate divisions with two separate CEOs for TechSolutions and Data Marketing. The deal is expected to close in the third quarter of 2005.
Their global headquarters are located in New York at:
- 111 Eighth Avenue
10th Floor
New York, NEW YORK 10001
1 212 683-0001
Fax: 212-287-1203