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Google bought doubleclick in 2007. Google DFP stands for "doubleclick for publishers".

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  • Seeing no objections, I went ahead with this tag merge.
    – Stephen Ostermiller Mod
    Commented Nov 21, 2013 at 20:56

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While Doubleclick as a company had more than just a ad server product, the usage of the "doubleclick" tag on this site refers to DFP in every case. These tags should be merged into "google-dfp".

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