Court OKs DoubleClick Privacy Settlements

Share this article:
As expected, the U.S. District Court in the Southern District of New York approved a settlement of privacy litigation against DoubleClick Inc. this week.


DoubleClick agreed to implement a number of privacy provisions in exchange for the dismissal of lawsuits pending in New York, California and Texas.


It will revise its privacy policy to include easier-to-read explanations of its business and will merge personally identifiable information with clickstream data only if consumers opt in. The company also agreed to routinely purge data collected online and to have its cookies expire within five years. In addition, it will pay $1.8 million in lawyers fees and allow an independent auditor to review its compliance twice a year.


DoubleClick also plans to serve 300 million banner ads that invite consumers to learn more about Internet privacy.


The litigation stemmed from DoubleClick's merger in November 1999 with Abacus Direct and its stated intention shortly thereafter to merge offline data with online data.


An objection filed May 6 by privacy advocates Electronic Privacy Information Center and Junkbusters did not have any bearing on the court's decision.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

DMA 2014 Kicks Off Under New Management

DMA 2014 Kicks Off Under New Management

Thomas Benton and Jane Berzan will preside over an event indicative of an association serving a wider array of industry segments.

De Quinto Tapped as Coke's Next CMO

De Quinto Tapped as Coke's Next CMO

The president of the company's Iberia Business Unit will take over from Joe Tripodi upon his retirement in February.

Customer Centricity Is Spurring Marketing-Tech Investments

Customer Centricity Is Spurring Marketing-Tech Investments

A majority of marketers rank customer satisfaction improvements as paramount in the technology investment decisions.