Crisis Rx for DoubleClick

February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, p58
Trade Publication
This article comments on the online privacy policy of Internet advertiser DoubleClick and its online privacy policy. DoubleClick needs to seriously rethink about how it handles the privacy of its database lists, and some savvy public relations counsel on crisis management. The history of brands in crisis is clear on this: The best way for DoubleClick to regain its footing is to admit its mistake. In this case, merging lists of individual consumer identities with lists of the same consumers web activities after earlier doubletalk about its intentions, and completely reform its policy. DoubleClick should in fact become the industry leader for the highest standards of protecting consumer privacy.


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