As the internet’s largest advertising company, DoubleClick Inc. has introduced many ways for web masters and marketing teams to take a critical look at their company’s marketing plan and analyze the current needs and future goals. In the following paper, you will learn of legal, ethical, and regulatory issues that Double Click Inc. need to address to continue as the leader in advertising.
DoubleClickInc., headquartered in New York and branched out internationally, took many different pieces from the marketing puzzle such as execution, planning, control and tracking and put them in one location to better serve their online media customers. While planning out there processes to have a successful business, the FTC felt they may have left out some intricate pieces to their puzzle. With the use of “cookies” and the DART technology, DoubleClick Inc. was able to focus on consumers that had a specific need and identify them specifically by user name and address. The DoubleClick servers were able watch the movement of consumers on various sites which is a tactic known in the internet world as profiling. Profiling would allow companies to find out exactly who the visitor is when searching a DoubleClick Website through their cookies. DoubleCLick also used Abacus for more in depth targeting of the online customers. This gave the companies the knowledge of who may be interested in a specific product or service they may be offering.
The FTC took interest on this as they felt it may infringe on the privacy rights of those innocently searching the internet. Concerns were layed out that the privacy could be manipulated through the DART system and people who wanted to remain anonymous for various reason could not be certain of that.
. It performed targeting, reporting and inventory management, allowing sites to manage all or some of their ad serving and reporting functions through DoubleClick's servers. Advertising clients benefited from this by building...