Word: doubleclick
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...think this agreement is terrific," said Josh Isay, spokesman for DoubleClick, the largest Internet advertising network and a major force in the Network Advertising Initiative, which penned the agreement. In other words, whew. Because without some consumer information these firms can dangle in front of companies, the economy of the Internet pretty much grinds to a halt - and the DoubleClicks are the first...
That's why privacy advocates are so nervous about DoubleClick. Not only is the New York City-based company the 500-lb. gorilla of online advertising--serving banner ads to 1,800 commercial sites that represent nearly 50% of all Web traffic--but it also has ambitious plans to merge its massive database of consumer surfing habits with off-line data culled from catalog purchases. That would enable it to match what had been anonymous mouse clicks to real names and addresses--shredding whatever thin veil of privacy still hangs over cyberspace...
...plan unleashed a fire storm: six lawsuits; separate investigations by the FTC and the states of New York and Michigan; and a mess of bad press. But it wasn't until the company's stock plunged and two key business partners--Altavista and Kozmo--broke ranks that DoubleClick finally backed down. "I made a mistake," said CEO Kevin O'Connor, whose $1.7 billion purchase last fall of tracking data from Abacus Direct alerted privacy watchdogs that something was afoot...
...This is by no means over," says Marc Rotenberg of the Electronic Privacy Information Center, who helped lead the fight. In fact, DoubleClick has not called off its plans but only shelved them until the government and industry can agree on a set of privacy standards. Surfer, beware...
...consumer experience, not gather dirt on webbies. "The point is to receive information that you are interested in as opposed to what you are not," says Lyn Chitow Oakes, coo of ad agency FlyCast. "It doesn't seem like advertising if you're interested in it." For example, DoubleClick has 50 million active cookies, which means that 50 million people see at least one targeted ad a month. This prolific snooping is nothing new. Credit-card companies have been building databases for years and offering deals based on your spending habits...