DoubleClick
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DoubleClick é uma agência de publicidade especializada em mídia eletrônica, pertencente a Google Inc.
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[editar] History
[editar] Start
Internet Advertising Network was started by Kevin O'Connor and Dwight Merriman in 1995. IAN was acquired by Poppe-Tyson (a division of Bozell, Jacobs, Kenyon & Eckhardt advertising) and named DoubleClick in 1996. DoubleClick was first in the online media rep business -- that is, representing websites to sell advertising space to marketers. In 1997 it began offering the online ad serving and management technology they had developed to other publishers as the DART services. During the dot-com downturn, DoubleClick divested its media business, and today focuses on uploading ads and reporting their performance.
[editar] Early developments
In 1999, at a cost of US $1.7 billion, DoubleClick merged with the data-collection agency Abacus Direct, which works with offline catalog companies. This raised fears that the combined company would link anonymous Web-surfing profiles with personally identifiable information (name, address, telephone number, e-mail, address, etc.) collected by Abacus. This merger made waves and was heavily criticized by privacy organizations. Controversy grew when it was discovered that sensitive financial information users entered on a popular Web site that offered financial software was being sent to DoubleClick, which delivered the ads. Much of this controversy was generated by statements made by Jason Catlett of Junkbusters, claiming that DoubleClick was or intended to do things that it had never mentioned or included in any planned or announced service. Due to the negative press, DoubleClick dropped any integration of their services with those of Abacus, and instigated stronger privacy policies and oversight.
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 was closed in July 2005. Hellman & Friedman announced in December 2006 the sale of Abacus to Epsilon Interactive.
[editar] Acquisition by Google, Inc.
Google announced on April 14, 2007 that it had come to a definitive agreement to acquire DoubleClick for $3.1 billion in cash.[1]
US lawmakers have investigated possible privacy and antitrust implications of the proposed acquisition.[2] At hearings, representatives from Microsoft warned of a potential monopolistic effect, which provided industry observers and satirists with plenty of fodder given Microsoft's own such behavior.[3]
On December 20, 2007, the FTC approved Google's purchase of DoubleClick, saying, "After carefully reviewing the evidence, we have concluded that Google's proposed acquisition of DoubleClick is unlikely to substantially lessen competition." [4] European Union regulators followed suit on March 11, 2008. [5]
On March 11, 2008, European Union regulators approved the purchase of DoubleClick. Google completed the acquisition later that day.
