DoubleClick
DoubleClick, a wholly-owned subsidiary of Google (Alphabet Inc.), provides enterprise digital advertising technology, including ad serving, programmatic buying, campaign management, audience targeting, and analytics, to global publishers and advertisers through Google Marketing Platform products such as Campaign Manager 360, Display & Video 360, and Search Ads 360.
- Company typePrivate
- Founded1996
- HeadquartersNew York, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What DoubleClick does
DoubleClick was founded in 1996 as a pioneer in web tracking and digital advertising technology, building early cookie-based systems for digital advertising measurement and audience targeting. Following its acquisition by Google in 2007 for $3.1 billion, DoubleClick became a wholly-owned subsidiary of Alphabet Inc. and its technology became the foundation of Google Marketing Platform, the unified enterprise advertising and analytics suite operated today. The platform serves enterprise publishers and advertisers globally with core products including Campaign Manager 360 (ad serving and cross-channel campaign management), Display & Video 360 (programmatic display and video buying), Search Ads 360 (search campaign management), Analytics 360 (enterprise analytics), and Tag Manager 360 (tag management), alongside free Analytics and Tag Manager offerings for small businesses.
The underlying technology stack combines ad serving, campaign management, audience targeting, and web tracking infrastructure built up since 1996, with products explicitly designed to interoperate through shared data access and integration with Google Ads, Ads Data Hub, and Google Cloud for predictive analytics. Revenue is generated through subscription-based advertising technology services sold on a quote-based enterprise pricing model, distributed via Google's enterprise field sales team, the Google Marketing Platform Partners program (agencies, technology partners, resellers), Google Cloud integration, and partner summits. The DoubleClick brand has been largely phased out in favor of Google Marketing Platform branding, though legacy product naming (e.g., Campaign Manager 360, formerly DoubleClick Campaign Manager) retains some connection to the original brand.
The business benefits from dominant market positioning, with Google holding 91% share of the worldwide publisher ad server market for open-web display advertising in 2022, and DoubleClick/Google playing a major role in the web tracking ecosystem alongside other players controlling 37% of Consent Management Platforms. Operating geographies are global, the legal entity remains a privately held U.S. subsidiary of Alphabet, and revenue is not separately disclosed from Google's broader advertising business. Privacy regulation and platform-level tracking restrictions (e.g., Apple's App Tracking Transparency) represent the primary structural risk to the underlying tracking-based revenue model.
DoubleClick firmographics
Firmographics- Name
- DoubleClick
- Legal name
- DoubleClick
- Website
- https://doubleclick.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Acquired
- Headcount range
- 1,001–5,000 employees
- Short description
- DoubleClick, a wholly-owned subsidiary of Google (Alphabet Inc.), provides enterprise digital advertising technology, including ad serving, programmatic buying, campaign management, audience targeting, and analytics, to global publishers and advertisers through Google Marketing Platform products such as Campaign Manager 360, Display & Video 360, and Search Ads 360.
- Ownership category
- akta.pro rank
DoubleClick industry classification
Industry- Product category
- Digital Advertising Technology
- NAICS
- Advertising Agencies (541810), Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
Keywords
Where DoubleClick is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
DoubleClick business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Advertising Technology: DoubleClick generated revenue through providing web tracking, ad serving, and campaign management technology to publishers and advertisers in the digital advertising ecosystem. Following Google acquisition, the technology powers Google Marketing Platform enterprise advertising solutions.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
DoubleClick product offering
Product offeringCore offering
DoubleClick develops and provides internet ad serving, web tracking, campaign management, and audience targeting technology for digital advertising. Following its 2007 acquisition by Google for $3.1 billion, its products were integrated into the Google Marketing Platform as Campaign Manager 360, Display & Video 360, Search Ads 360, Analytics 360, and Tag Manager 360 for enterprise customers.
Product overview
Google Marketing Platform is a unified platform integrating advertising and analytics solutions. The platform operates as a single integrated system where products are designed to work together with shared data access. The enterprise portfolio includes Campaign Manager 360 (formerly DoubleClick Campaign Manager), Display & Video 360 (formerly DoubleClick Bid Manager), Search Ads 360 (formerly DoubleClick Search), Analytics 360, and Tag Manager 360. For small businesses, the platform offers free Analytics and Tag Manager solutions. Products built to work together allow users to easily access shared data across solutions to deliver better customer experiences.
Differentiator
Problem solved
Functional benefit
Products and services
- Campaign Manager 360 Provides a complete view of all digital media campaigns, enabling enterprise advertisers to manage and measure campaign performance across multiple channels.
- Display & Video 360 Reaches always-connected audiences across display and video advertising, combining programmatic buying with creative management for enterprise advertisers.
- Search Ads 360 Delivers real-time data and unified insights for search campaigns, enabling advertisers to manage bids and performance across search engines.
- Analytics 360 Advanced analytics tool providing deeper understanding of customers to deliver better digital experiences through comprehensive data analysis for enterprise users.
- Tag Manager 360 Manages all marketing and tracking tags in one place without requiring code edits, simplifying implementation and maintenance of third-party tags for enterprise marketers.
- Google Analytics Free and easy-to-use analytics solution for businesses of every size to understand customers and deliver better digital experiences.
- Google Tag Manager Free tag management solution allowing users to manage tracking tags without editing code.
Quantifiable outcome
- Opt-in rates plummet to 15-25% when users are given genuine opt-in choice, demonstrating the scale of tracking infrastructure impact
Companies that use DoubleClick
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
DoubleClick technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
DoubleClick partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- GoogleflagshipDoubleClick was acquired by Google in 2007 for $3.1 billion. The technology became fully integrated into Google's advertising and marketing technology ecosystem, forming the foundation for Google Marketing Platform enterprise solutions including Campaign Manager 360, Display & Video 360, and Search Ads 360.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
DoubleClick competitors and assessment
Company assessmentDirect peers
- Magnite: Largest independent SSP (formed from Rubicon Project and Telaria merger), competing directly with DoubleClick's exchange and publisher monetization infrastructure, particularly in CTV and video. A key counterpart in header bidding and open programmatic supply.
- MediaMath: Independent DSP offering programmatic buying, audience targeting, and campaign management overlapping with DV360 and Campaign Manager 360. Though smaller, it has been a recurring enterprise alternative and a meaningful reference point for independent DSP competition.
- PubMatic: Independent supply-side platform and ad tech provider serving publishers and buyers in open-web programmatic. Competes directly with DoubleClick's publisher ad server and exchange offerings and is among the most viable independent alternatives for publishers seeking to diversify away from Google's stack.
- The Trade Desk: Independent demand-side platform competing most directly with DoubleClick's Display & Video 360 in programmatic display and video buying. Both serve enterprise advertisers with cross-channel buying, audience targeting, and campaign measurement, and are routinely evaluated head-to-head in enterprise RFPs.
- Criteo: Ad tech platform specializing in retargeting, audience targeting, and retail media, with a comparable offering to DoubleClick's performance-oriented ad serving and audience products. Historically a direct competitor in display retargeting and increasingly overlapping in commerce media.
Broad incumbents
- Adobe Advertising Cloud: Adobe's ad tech offering (formerly TubeMogul) sits within Adobe Experience Cloud and competes with DoubleClick across DSP, DCO, and cross-channel campaign management. Targets the same enterprise advertisers with a creative-and-experience-led stack and is a recurring alternative to Google Marketing Platform.
- Amazon DSP: Amazon's demand-side platform leverages Amazon's first-party commerce and Prime Video audience data to compete with DV360 for enterprise ad budgets. As a scaled incumbent within a much larger retail and cloud business, it overlaps with DoubleClick's advertiser value proposition, especially in performance and retail media.
- Microsoft Advertising (Xandr): Operates the Xandr ad platform (formerly AppNexus) under Microsoft's advertising business, offering DSP, SSP, and curation capabilities directly competitive with DoubleClick's exchange, DV360, and publisher ad server products. A scaled incumbent within a broader cloud and enterprise software portfolio.
- Yahoo Advertising: Operates Yahoo's ad tech stack (formerly Verizon Media / Oath, with remnants of the BrightRoll DSP), competing with DoubleClick in DSP, native, and publisher monetization. A scaled incumbent serving both advertisers and its own large publisher inventory.
Emerging players
- LiveRamp: Data connectivity platform providing identity resolution, data collaboration, and audience activation that complements or substitutes for parts of DoubleClick's targeting infrastructure. Increasingly relevant as advertisers shift to first-party data and clean room architectures.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
DoubleClick social profiles
Digital presenceDoubleClick financial estimates
Financial estimateRevenue estimate
Valuation estimate
DoubleClick leadership team
Management profileNumber of profiles
DoubleClick funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DoubleClick M&A and investment
M&A and investmentM&A6 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DoubleClick
What does DoubleClick do?
DoubleClick develops and provides internet ad serving, web tracking, campaign management, and audience targeting technology for digital advertising. Following its 2007 acquisition by Google for $3.1 billion, its products were integrated into the Google Marketing Platform as Campaign Manager 360, Display & Video 360, Search Ads 360, Analytics 360, and Tag Manager 360 for enterprise customers.
Is DoubleClick a public or private company?
DoubleClick is a private company. It is classified as corporate owned and is currently acquired.
When was DoubleClick founded?
DoubleClick was founded in 1996. It employs 1,001 to 5,000 people.
Where is DoubleClick based?
DoubleClick is headquartered in New York, United States, in the North America region.
How does DoubleClick make money?
One revenue line is on record: advertising Technology.
Who are DoubleClick's main competitors?
Direct peers on record are Magnite, MediaMath, PubMatic, The Trade Desk and Criteo. Broad incumbents are Adobe Advertising Cloud, Amazon DSP, Microsoft Advertising (Xandr) and Yahoo Advertising. LiveRamp is listed as an emerging player.
Does DoubleClick have an API?
No public API is recorded for DoubleClick.
What industry is DoubleClick in?
DoubleClick's product category is Digital Advertising Technology. Its primary akta.pro industry code is BPAFAAAN, Marketing Technology, AdTech & MarTech Services. Its NAICS code is 541810 and its SIC code is 7311.