Advertising Industry
Industry: Email Alert RSS FeedCrisis Rx for DoubleClick.
Advertising Age, February, 2000
Internet advertising pioneer DoubleClick has responded poorly in defending its online privacy policy, partly because the company has been tone-deaf on the real issues, and partly because its policy actually is not very defensible.
Either way, the company needs to turn the situation around immediately before it gets completely rolled over by its critics and would-be regulators in federal and state government. We recommend two things: a serious rethinking of how it handles the privacy of its database lists, and some savvy PR counsel on crisis management.
The history of brands in crisis is clear on this: The best way for DoubleClick to regain its footing is to admit its mistake -- in this case, merging lists of individual consumer identities with lists of...
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