What is DoubleClick (Google) and How it Works?

by Aarif Mohammad Sr. Digital Marketing

DoubleClick is a business owned by Google that makes it money from online advertisers and publishers. This is done by:

Ad-serving: Online publishers use DoubleClick to display adverts on their websites.

Ad delivery: DoubleClick will let advertisers control how often an ad is shown to a browser, how long it is shown for and how often it will appear.

Behavioural targeting: It comes in two categories:

Targeting for one website owner (DoubleClick for Publishers): An online publisher can set a DoubleClick cookie to tell them what sections of their sites you are browsing. DoubleClick will then judge the type of adverts you might like to see from what you're browsing. For example, if you are on a news website and you visit the sports pages, then adverts for match tickets may be more relevant than makeup. This information belongs to the website owner only.

Targeting in advertising networks (DoubleClick for Advertisers): Google runs a service called Adsense, in which lots of different publishers pool the information they get on browsers. This helps them build up a better idea of the type of adverts someone might want to see. This is a third-party advertising cookie.

Who uses DoubleClick?

Any web publishers can use DoubleClick, as long as they meet the company's terms and conditions. Google also uses DoubleClick across its own sites.

What information is DoubleClick tracking?

In their privacy policy, Google explains how data is recorded from a generic Doubleclick cookie. Because it records your IP address, DoubleClick can also make a good guess of your country and town/city, too.

How is this information used?

On its own, this data can tell DoubleClick how many times you have seen an ad and, for example, whether you need to see the UK or US version. It cannot find out any personal information about you.

If the cookie is set on a website that is part of AdSense and then you browse another site using AdSense, the same information will be recorded and pooled. Once DoubleClick have an idea about the interests of the person using the browser, they will try to use them to infer how old you are and whether you are male or female.

To check what segments DoubleClick has you in, go to Google's ad preferences manager (you don't have to be signed in to Google). Even if DoubleClick is used to serve adverts, Google says there are some websites where segments won't be created: for example, health and political websites.

Is the data ever matched to personally identifiable information?

Never, says Google. This would be a breach of DoubleClick's terms and conditions. The information obtained from the cookies is also never combined with information that Google obtains from its other products and services. You browsing behaviour will never be linked to your Gmail account.

Advantages of Google DoubleClick:

Powering digital advertising globally

DoubleClick is the ad technology foundation to create, transact, and manage digital advertising for the world's buyers, creators and sellers.

Publishers: Maximize control, transparency, and yield with AdX

We've updated AdX with tools to help publishers simplify their operations, make smarter decisions, and generate more revenue.

Making the web work better for brand marketers

Learn about the Brand Activate initiative, an ongoing Google effort to make online measurement much more aligned and actionable for today’s brand marketers.

Display Business Trends: Publisher Edition

We put some data behind some long-held assumptions, using metrics from Google publisher display platforms - and the results are in.

Total revenue management

DoubleClick offers publishers a complete ad revenue engine, helping publishers streamline operations and capture the most value for every impression.

Complete campaign workflow

Advertisers and agencies strengthen and simplify even the most complex online campaigns using our digital ad management platform.

The global ad market

DoubleClick Ad Exchange is a real-time digital ad marketplace that connects publishers with agencies, ad networks and third-party technology providers.

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