The investigation began in February 2000 after consumers expressed concerns that the company could create personalised profiles of them.
In a letter to the company, the FTC stated:
“it appears to staff that DoubleClick never used or disclosed consumers' PII [personally identifiable information] for purposes other than those disclosed in its privacy policy.'' In addition, the FTC concluded that DoubleClick “has not used sensitive data for any online preference marketing product.”
Over the course of the past year, DoubleClick has launched new initiatives to protect consumer privacy and deflect criticism levelled at its controversial marketing practices. Included in these initiatives was the appointment of a Chief Privacy Officer and the establishment of a Consumer Privacy Advisory Board. It also commissioned privacy audits conducted by PricewaterhouseCoopers.
“DoubleClick remains committed to ensuring the highest level of on-line consumer privacy, both within our company and throughout the industry,” said Kevin Ryan, Chief Executive Officer of DoubleClick.