Professional Documents
Culture Documents
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The Illusion of Anonymity
DoubleClick, Incorporated
the birth of a company
Created in January 1996 by Kevin
OConner (now 42 and Chairman)
Started with the help of interactive
advertising leader, Poppe Tyson [2]
$2mil in seed money from Poppe Tysons
parent company, Bozell Jacobs [2]
E-Ads Innovation
the DoubleClick Network
First advertising network on the
Internet now over 1,500 high-traffic
sites [2]
B2B model, no physical products they
dont create, market, or sell content,
but rather just the 1s and 0s of ads
(and provide related services) [1,4]
Stiff Competition
innovating to stand out
Lots of competitors: ValueClick, Engage,
Google, Yahoo!, 24/7, FlyCast, Unicast,
Eyeblaster, aQuantive [2,5]
DoubleClicks edge: array of services,
building up widespread network, and
acquisition of consumer information
[2,3,5]
Rapid Success
record-setting growth
Entered a nascent market in online ads
and providing related services tracking
click-throughs, targeting ads to
specific areas of interest
Feb. 96 predict they will hit 10 million
unique users by mid-Sept. (succeeded
six weeks ahead of schedule) [6]
Making amends
online public education campaign
Ingenious or Fraudulent?
a new class-action lawsuit
Latest controversy fraudulent ads
Ads that appear to be system warnings or
error messages entire surface is actually a
hyperlink to another web site
Users confused and fooled into clicking [13]
eBay tie-in
a sizable ad agreement
Global, multi-year deal for DoubleClick
Adding new features to eBay bid-perclick keyword advertising
Will enhance efficiency of eBays online
advertising programs [14]
DART Motif
rich media advertising
A new area of online advertising that
already accounts for over 25% of all
online ads [15]
Partnership with Macromedia to capture
rich media ad market new product is
DART Motif (using Flash) [15]
Innovation again ease & speed of use
And in conclusion
DoubleClicks future is stable
Recent profitability suggests that the
company is here to stay [16]
Shift from selling a technology to
providing a service ensures market
share now and in the future advantage
over diverse field of competitors
References
[01]
[02]
[03]
[04]
[05]
[06]
[07]
[09]
[10]
[11]
[12]
[13]
[14]
[15]
[16]
doubleclick.com
jobcircle.com
cbs.marketwatch.com
Toronto Star [lexis-nexis]
channelseven.com
DoubleClick Press Release [lexis-nexis]
news.com.com
ecommercetimes.com
Business Wire [lexis-nexis]
wired.com
cnet.com
ferencelaw.com
DoubleClick Press Release [lexis-nexis]
internetnews.com
internetnews.com