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Technology Stocks : DoubleClick Inc (DCLK)

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To: Bill Ounce who wrote (2807)	2/25/2000 10:17:00 AM
From: Bill Ounce	Read Replies (2) of 2902

USA Today article on DoubleClick Ads are needed to pay for "free" sites, but they are ignored. Targeted marketing is one way to have ads not be ignored. But how do you do this while addressing privacy concerns? usatoday.com [...] Today, banners are all but ignored by consumers. The rate at which Web surfers click through on them is sagging below half of 1%. The ad server DoubleClick thought it had the answer for that: More people would click on the ads if the ads they saw were better tailored to their interests. So DoubleClick bought a huge database of consumer buying habits and put together a system to track some Web surfers by name. In doing so, however, it touched off privacy alarm bells which could have legal repercussions: The FTC has launched an inquiry into DoubleClick's practices, and Sen. Robert Torricelli, D-N.J., has introduced legislation to require marketers to get consumers' consent before tracking them. [...]

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