Subject category:
Knowledge, Information and Communication Systems Management
Published by:
INSEAD
Length: 24 pages
Data source: Field research
Topics:
Business transformation; On-line advertising; Internet advertising; DoubleClick; DART; On-line vs traditional advertising; Media networks; Network effects; Abacus, informediaries; Data co-operatives and data management; Catalogues companies; Privacy policies; Network dynamics; Unique technology; e-Mail and on-line marketing
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Abstract
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 on-line 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 off-line infomediary, Abacus. The case seeks to show the strategies DoubleClick has used in its development and growth as an informediary; 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 on-line advertising.
Location:
Industry:
Size:
1,500 employees
Other setting(s):
1995-2001
About
Abstract
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 on-line 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 off-line infomediary, Abacus. The case seeks to show the strategies DoubleClick has used in its development and growth as an informediary; 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 on-line advertising.
Settings
Location:
Industry:
Size:
1,500 employees
Other setting(s):
1995-2001