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DoubleClick Changes Plans for Broomfield, Colo., Firm's Marketing Database.(Knight Ridder/Tribune Business News)
Knight Ridder/Tribune Business News, March, 2000 by Hudson, Kris
Mar. 3--Even though tailoring online advertising to individual customers seemed the foundation of their $1.7 billion merger, DoubleClick and Broomfield's Abacus Direct Corp. have additional business opportunities that make the combination viable, company executives and analysts say.
New York-based DoubleClick on Thursday withdrew from its controversial plans to target online ads at specific Web surfers by combining Abacus' extensive database of consumers' mail-order buying behavior with its own customized online advertising methods.
Privacy advocates argued the practice would give DoubleClick too much definitive data on online buying habits previously thought to be anonymous.
With that program shelved, DoubleClick will focus on convincing its...
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