Paleo Pellet: How DoubleClick worked

In this brief (10:42) episode, Marty explains how the original DoubleClick ad server technology worked, based on a reading of the original patent, filed in 1996 and granted in 2000.

If you’d like to enjoy the patent yourself, you can do so here. It was US patent number 5,948,061 and was assigned to Dwight Merriman and Kevin O’Connor, the co-founders of DoubleClick. Its title: “Method of Delivery, Targeting, and Measuring Advertising Over Networks.”

If you’d like to learn more about the mighty DoubleClick, you can enjoy our podcast interviews with former CEO Kevin Ryan and co-founder Kevin O’Connor in the archives.


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