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DoubleClick
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<p>DoubleClick Inc. was an American advertisement company that developed and provided Internet <a href="/facts/Ad_serving/wymWeEu9">ad serving</a> services from 1995 until its acquisition by <a href="/facts/Google/GT9Sugza">Google</a> in March 2008. DoubleClick offered technology products and services that were sold primarily to <a href="/facts/Advertising_agencies/bx9RybxT">advertising agencies</a> and <a href="/facts/Mass_media/M1UE4TTp">mass media</a>, serving businesses like <a href="/facts/Microsoft/nGIDDXdx">Microsoft</a>, <a href="/facts/General_Motors/rBgP3IRK">General Motors</a>, <a href="/facts/Coca-Cola/wbnCJYb6">Coca-Cola</a>, <a href="/facts/Motorola/ztqczx68">Motorola</a>, <a href="/facts/L%27Or%C3%A9al/pUkFnueA">L'Oréal</a>, <a href="/facts/Palm,_Inc./UTzaHFpz">Palm, Inc.</a>, <a href="/facts/Apple_Inc./oTJYta3k">Apple Inc.</a>, <a href="/facts/Visa_Inc./v2B56a8f">Visa Inc.</a>, <a href="/facts/Nike,_Inc./uBaRcBM2">Nike, Inc.</a>, and <a href="/facts/Carlsberg_Group/f8qCtMSP">Carlsberg Group</a>. The company's main product line was known as <i>DART</i> (Dynamic Advertising, Reporting, and Targeting), which was intended to increase the purchasing efficiency of advertisers and minimize unsold inventory for publishers. </p><p>DoubleClick was founded in 1995 by <a href="/facts/Kevin_O%27Connor_(entrepreneur)/kmkqIFTk">Kevin O'Connor</a> and <a href="/facts/Dwight_Merriman/Q8pThD2r">Dwight Merriman</a> and had headquarters in <a href="/facts/New_York_City/YlyvFmVC">New York City</a>, United States. It was acquired by <a href="/facts/Private_equity/DpqoqjBH">private equity</a> firms <a href="/facts/Hellman_%26_Friedman/Mh2fWYlx">Hellman & Friedman</a> 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 <a href="/facts/Google_Marketing_Platform/Tvtqj7sW">Google Marketing Platform</a> brand. 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. </p>