DoubleClick is an internet advertising company that tracks users' online activities through cookies. It merged with Abacus Direct, a data collection agency, allowing it to match users' online behavior with offline personal information, compromising privacy. This raised concerns as users were unaware of the data collection and usage. Government organizations investigated DoubleClick for privacy breaches. The EU enacted stronger privacy laws requiring user consent for data processing and access to personal information. Suggestions included more rigorous privacy policies, transparency around data collection and usage, and third-party certification of companies' policies and practices.

1. 
DoubleClick & Internet Privacy

2. Agenda
 DoubleClick
 Business Model
 Abacus Online
 Privacy Concerns
 The Government
 The EU Initiative
 Suggestions

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

12. 
Thank You