3. DoubleClick
Founded in 1996 by Kevin O’Conner
Provides internet advertising services
Merged with Abacus Direct in 1999 for $1.7 bn
Network includes 1500 websites & places ads on
11000 sites
Network also includes AltaVista & Travelocity
By 2000, DoubleClick had expanded its business
vastly
4. Business Model
Linkage between advertising agencies and
customers
Tracked click stream data with the help of cookies
ID number assigned to a cookie deposited on the
user’s computer by banner ads
DoubleClick tracked the web activities of the user;
the user’s identity remained anonymous
5. Abacus Online
Abacus Direct is a data collection agency, working
with catalog companies
It tracked the offline buying behavior of the
consumers along with their personal info
Abacus online formed by DoubleClick to coalesce
the clickstream data & abacus direct’s database
This would reveal the user’s identity, hence causing
privacy breach
6. Privacy Concerns
Abacus Online was a tool that hampered the user
anonymity
The users were unaware of the info being collected
& its usage
Users unaware of the opt-out option
No internet privacy rights existed
7. Protecting Privacy
TRUSTe, BBBOnline & SecureAssure approved
websites
Blocking cookies by configuring IE or Netscape
Use of P3P technology
8. The Government
CDT filed a case with FTC against DoubleClick for
privacy breach
FTC voted for Congress to be the authority for
regulating internet privacy
Thus, making it necessary for websites to provide
privacy policies & info to users on how their data
will be used
9. The EU Initiative
The EU initiated the Privacy Directive which
prohibited the data processing without the user’s
consent
Right to inspect personal data maintained & correct
errors, if any
Reasonable balance between users’ rights &
business interests of data controllers
Protected EU citizens from processors of
information in other countries
10. Disadvantages of EU Directive
Use of cookies or other devices for click-stream
data was not specified
Whether companies could internally transfer
personnel info from EU to their offices in other
countries
11. Suggestions
Policies to be made rigid
Users to be informed about their data being tracked
Policies & practices to be certified under TRUSTe,
BBBOnline or SecureAssure
It should be more transparent in terms of
communication with its consumers
