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  1. 1. Double Click Ani Bazdekian Liana Khalaf
  2. 2. About DoubleClick <ul><li>DoubleClick is a company that builds up and provides Internet ad serving services. </li></ul><ul><li>DoubleClick has empowered original thinkers and leaders in the digital advertising industry to deliver on the promise of the rich possibilities of our medium. </li></ul><ul><li>Founded: 1996 and was purchased by private equity firms Hellman & Friedman & JMI Equity in July 2005 </li></ul><ul><li>April 13, 2007: Google purchased DoubleClick for $3.1B </li></ul>
  3. 3. Google and DoubleClick <ul><li>“ Google is extremely focused on helping brands” , Mark Kingdon, CEO of Organic Inc. </li></ul><ul><li>Google perceived the purchase of DoubleClick as a rebirth </li></ul>
  4. 4. DART and Boomerang <ul><li>DoubleClick's DART for Advertisers (DFA) offers just the right tools to help you navigate the speedy shifting digital advertising landscape. </li></ul><ul><li>DFA’s stylish targeting ensures your ads reach the right audience. Choose from a variety of targeting options, including: - Audience segment - Geography by DMA, countries, states, ZIP, and area codes - Website content, categories, and site placements - Keywords </li></ul>
  5. 5. <ul><li>Boomerang for Publishers allows you widen your most valuable audiences across your website or network. By using Boomerang for Publishers, you can recognize site visitors who have formerly articulated interest in specific content areas and reach them elsewhere on your site. </li></ul>
  6. 6. Privacy Issues <ul><li>The personal information collected on the site is used for the principle for which it is requested: </li></ul><ul><li>Resumes are demanded for job applicants </li></ul><ul><li>Contact information for possible clients or persons seeking business information </li></ul><ul><li>- In order to obtain resources directly from our website, you have to register at this site. </li></ul>
  7. 7. Privacy Concerns Through FAQs <ul><li>How does Google protect my privacy? </li></ul><ul><li>Why does Google store search engine logs data? </li></ul><ul><li>Why are search engine logs kept before being anonymized? </li></ul><ul><li>How can I remove information about myself from Google’s search results? </li></ul><ul><li>How can I contact Google if I have a privacy question or complaint? </li></ul>
  8. 8. How Does Google Protect Consumers from Ads? <ul><li>Transparency – We provide detailed information about our advertising policies and practices. </li></ul><ul><li>Choice – We offer innovative ways to view, manage and opt out of advertising cookies. </li></ul><ul><li>No personally identifying information – We don’t collect or serve ads based on personally identifying information without your permission. </li></ul>
  9. 9. The History of the Internet Ad <ul><li>Banner Ads </li></ul><ul><li>Innovation: Text-based ads targeted at Search Engines </li></ul>
  10. 10. Thank You For Your Time