DoubleClick Inc.: Gathering Customer Intelligence
商品編號：9B01E005
出版日期：2001/03/05
再版日期：
商品來源：Ivey
商品主題：Management Science
商品類型：Case (Library)
涵蓋議題：Privacy Issues;E-Commerce;Risk Management;High Technology Products
難易度：4 - Undergraduate/MBA
內容長度：16 頁
地域：United States
產業：Business Services
事件年度：2000
DoubleClick Inc., with global headquarters in New York City and over 30 offices around the world, was a leading provider of comprehensive Internet advertising solutions for marketers and Web publishers. It combined technology, media and data expertise to centralize planning, execution, control, tracking and reporting for online media companies. DoubleClick was able to track Internet-users' surfing habits (but not the surfers' identities) allowing it to personalize ads for specific market groups. When DoubleClick announced it was merging with Abacus Direct, a direct marketing company with a database of consumer names, addresses and retail purchasing habits of 90 per cent of American households, it raised many privacy-related questions and concerns. Several Internet privacy activists had filed a formal complaint with the Federal Trade Commission after being informed by media sources that DoubleClick had the ability to divulge a person's identity by merging the databases of the two companies and matching the information in "cookies" with a surfer's profile. The president of DoubleClick was confident that its internal practices were sound, but he wondered if they would placate advertising clients afraid of consumer backlash, the concerns of Internet surfers and the company's investors.
教學手冊：8B01E05
補充材料：