Back to Reality
Last Changed 03/04/00
http://www.kilroyhome.holowww.com/dclick.html
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After their stock gets battered, and customers start noticing, DoubleClick decides to not go forward with their plan.
There is a company called "doubleclick.com". They provide the little banner ads that you see on most web-sites nowadays. That is, when you pull up a web page with advertising, the company making that web page points your web-browser towards DoubleClick's web servers to get an appropriate ad. DoubleClick then pays the company if you click on the ad (anywhere from 1 to 10 cents for a click-through -- if you just look at it, they often get some small fraction of a penny for showing it to you).
In order to target the ads, DoubleClick sets what is called a "cookie" in your browser. This cookie uniquely identifies your computer on the internet. DoubleClick uses this information to target advertisements towards you based on your previous viewing patterns: if you typically click on ads for computer hardware, DoubleClick will show you lots of ads for computer hardware. However, all of this is still anonymous.
That is, it was thought to be until the following story came out: Here
To summarize, the above story relates how DoubleClick bought a direct marketing company called Abacus Direct. Abacus Direct maintains a database covering over 90% of all American households. And DoubleClick acknowledges that they have begun linking Abacus Direct's database with theirs.
The net effect of this is that, for a price, a vendor can get your name, address, phone number, e-mail address and your reading habits. They can find out what newspapers you read (over the web), what web sites you visit, etc. They can find out what products you buy -- it is simple to link information from amazon.com to doubleclick as well. They can then use this information to target advertisements at you. Unscrupulous vendors can send unsolicited e-mail (Spam) or use the phone number to call you at home.
Fortunately, there is a way out. You can Opt Out
And decline to have your information tracked. I highly recommend it. You will need to do this on every computer you use to browse the 'net.
Just for clarification, I am not opposed to banner ads. I've clicked a few in my time on the 'net. I view them the same way as TV ads or Newspaper ads. I do oppose using my personal information without my consent or knowledge.