Court OKs DoubleClick Privacy Settlements

Share this content:
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.


Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here