DoubleClick Pushes Privacy

Hoping to squelch growing public concern over its ad network, DoubleClick announced a five-point privacy initiative Monday aimed at informing consumers about how it collects and uses consumer data.

DoubleClick, the Net's largest ad-serving firm, opened a privacy portal called PrivacyChoices.org where Web surfers can "opt out" of its controversial ad network. DoubleClick, which sells advertising space on almost 1,500 Web sites, says it also plans to sponsor 50 million banner ads linking Internet users to a privacy page that explains online consumer choice.

It also will establish a Consumer Privacy Advisory Board and appoint a chief privacy officer to better assess and clarify its privacy policies. In addition, DoubleClick says it will only do business with Web sites that have a "clear and effective" privacy policy on their site.

"We are striking a balance between doing the right thing for businesses and for consumers," says Kevin Ryan, president of DoubleClick. "I don't want to see my personal medical information used to show me ads. But advertisers still need to make sure consumers see the right banners and buttons."

Privacy Concerns Mount

Privacy advocates say DoubleClick's new initiatives don't go far enough. At issue is the DoubleClick practice of planting "cookies" on Web travelers' computers. Cookies are little text files that allow DoubleClick to track what people are looking at online--even build detailed dossiers of Web surfing habits.

The firm has repeatedly defended the practice to concerned privacy activists, stating it wouldn't link "cookies" to personal identities. But in November, DoubleClick bought data-warehouse firm Abacus Direct, which specializes in keeping a record of consumer catalog purchases, including names and addresses.

The combined firm creates a marketer's nirvana and gives DoubleClick the ability to track where you go online and what you do there, your phone number, and where you live. The technology gives DoubleClick clients the ability to focus on precisely the right buyers.

As part of its "opt out" program announced Monday, Kevin Ryan, president of DoubleClick, says you can turn the DoubleClick "cookies" feature off. This prevents the firm from profiling you and tracking your online movements.

"Each time you visit a Web site after you've opted out, you are viewed as a new computer each and every time," Ryan says.