DoubleClick, Inc: A Strategic Transformation

Published 26 Nov 2002
Reference 5072
Topic Operations
Industry E-Commerce
Region North America
Summary

DoubleClick was one of the companies present from almost the beginning of the commercial Internet. The growth of this infomediary acts as a primer for understanding the development of online advertising and marketing, while also tracing the company’s subsequent move to become a technology provider. This case recounts the company’s first breakthrough with its product DART and the DoubleClick Advertising Network, its subsequent delve into ASPs and its acquisition of the offline infomediary, Abacus.

Teaching objectives

The case seeks to show the strategies DoubleClick has used in its development and growth as an infomediary; why and how DoubleClick shifted from being a pure media player to becoming a technology company; where it should look for new growth opportunities, and finally, it debates the question of whether DoubleClick should aim to become the Bloomberg terminal of online advertising.

Keywords
  • AR2002
  • AR0203
  • RD1102
  • BUSINESS TRANSFORMATION
  • ONLINE ADVERTISING
  • INTERNET ADVERTISING
  • DOUBLECLICK
  • DART
  • ONLINE VS TRADITIONAL ADVERTISING
  • MEDIA NETWORKS
  • NETWORK EFFECTS
  • ABACUS
  • DATA COOPERATIVES
  • CATALOGUE COMPANIES
  • PRIVACY POLICIES
  • NETWORK DYNAMICS
  • UNIQUE TECHNOLOGY
  • EMAIL MARKETING
  • DATA MANAGEMENT
  • ONLINE MARKETING
  • KEVIN RYAN
  • INFOMEDIARIES
  • APPLICATION SERVICE PROVIDERS
  • ASP