Kevin O'Connor, Dwight Merriman
DoubleClick is a dynamic ad-server that IPOd in early 2005 (under DCLK), and was acquired by Google for $3.1B. Now the fundamental infrastructure for ad-serving across the web, it was built around the fundamental trend that content on the internet was increasing rapidly and advertising was also moving online. It used to be that developers had to hard-code an advertisement to a website. DoubleClick was the first ad-server of its kind, which allowed advertising content to load individually curated advertising dynamically on the web at large. DoubleClick also helps ad buyers — advertisers and ad agencies — manage and measure the effectiveness of their rich media, search and other online ads. DoubleClick also offered a revolutionary exchange hub for online and offline ad sales.