Opting out ad targeting is not a one-click deal

Riedman, Patricia
February 2000
Advertising Age;2/7/2000, Vol. 71 Issue 6, p46
Trade Publication
This article looks at the difficulties faced in targeted online advertising launched by NetDeals.com, a sweepstakes site owned by DoubleClick. The site has a detailed privacy statement that lists a Web page where users can opt out of receiving targeted DoubleClick advertisements. However, the listed URL in the first week of February 2000 led to an error page. A link at NetDeals' site, though, did take visitors to a DoubleClink privacy section that led to the correct opt-out page. Users who find their way to DoubleClick's privacy section must navigate two-pages in which DoubleClick explains its philosophy about Web cookies. The challenges faced DoubleClick highlights the problems in targeted online advertisement.


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