EPIC Sues DoubleClick Over Tracking Net Users

Communications Today, Feb 14, 2000

The Electronic Privacy Information Center on Thursday filed a complaint with the FTC against Internet-advertising company DoubleClick [DCLK]. The complaint argued that it is illegal for DoubleClick to track Internet users' online activities then combine them with personal profiles into a national marketing database.

EPIC based the complaint on DoubleClick's merger with Abacus Direct, the leading catalog-database firm. DoubleClick has announced plans to combine Abacus' database of individuals with anonymous click-tracking of Internet users visiting sites that contain DoubleClick advertising. DoubleClick tracks users' movements by using ads to place "cookie" text files on their hard drives. TelecomWeb, the Phillips International site on which Communications Today appears, uses DoubleClick-served ads.

Combining the two companies' databases violates their promises to keep user information private, Epic argued. However, DoubleClick makes clear in its privacy policy that it will combine third-party personal information with its anonymous database. Users can opt out of tracking on DoubleClick's site. Paul Coe Clark III