would violate privacy rules, as it would allow the company to match a person's identity with their online habits, which it tracks through cookies. In February 2000, the FTC announced it had launched an investigation into the matter. The investigation was concluded in January 2001, with the FTC stating that it found no evidence that DoubleClick used or disclosed consumers personal identifying information. In 2004, DoubleClick acquired Performics, which offered affiliate marketing, search engine optimization, and search engine marketing products. These products were integrated into the core DART system and rebranded DART search. DoubleClick Advertising Exchange connected both media buyers and sellers on an advertising exchange much like a traditional stock exchange. Google sold Performics in 2008 to Publicis. In April 2005, Hellman & Friedman, a San Francisco-based private equity firm, agreed to acquire the company for $1.1 billion. Acquisition On April 13, 2007, Google agreed to acquire DoubleClick for US$3.1 billion in cash. The deal raised concerns surrounding competition with both the Federal Trade Commission (FTC) and the European Union. In May 2007, the FTC requested additional information about the deal after it was urged by competitors, including Microsoft, which believed it would give Google too much control over online advertising. On December 20, 2007, the FTC approved Google's purchase of DoubleClick from its owners Hellman & Friedman and JMI Equity. European Union regulators granted approval on March 11, 2008, and Google completed the acquisition later that day. On April 2, 2008, Google announced it would cut 300 jobs at DoubleClick due to organizational redundancies. Selected employees would be matched within the Google organization as per position and experience. In November 2007, shortly after the announcement of the acquisition, it was reported that DoubleClick had been serving ads designed to trick users into buying malware. This occurred after a malicious website tricked several name-brand websites into serving the ads. In June 2010, Google confirmed its acquisition of Invite Media, a demand-side platform which it later renamed DoubleClick Bid Manager. On July 24, 2018, names and logos of all DoubleClick products have been updated, and DoubleClick Bid Manager is now 'Display & Video 360' (DV360). References Google acquisitions Bain Capital companies Digital marketing companies of the United States Online advertising services and affiliate networks American companies established in 1996 Marketing companies established in 1996 Technology companies established in 1996 1996 establishments in New York City Companies based in New York