But with this Google/DCLK deal, Google buys the ad serving platform from DCLK, and not a network… after all, DCLK got out of the display/banner network business when it sold off that unit to L90’s MaxOnline. MaxOnline subsequently was sold to Ask Jeeves, today a part of InterActive Corp.
Though Doubleclick has recently launched an Ad Exchange (similar to Right Media), Ashkan is right, Doubleclick is primarily known for its ad delivery businesses:
- For Publishers: They sell a hosted-service (DART for Publishers, or DFP), as well as an enterprise software license (DART Enterprise, or DE).
- For Advertisers: They sell a hosted-service (DART for Advertisers, or DFA).
On the Friday April 13 conference call announcing the Google-Doubleclick acquisition, it was disclosed that Doubleclick’s revenue is approximately evenly split between Publishers and Advertisers.
The best article I’ve seen that lays out how ad delivery works was written by Microsoft’s Eric Picard on clickZ. Definitely worth a read.
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