DoubleClick reaffirms privacy position

Web advertising and demographic supplier DoubleClick has reaffirmed its privacy policy saying that it "does not and cannot capture" personal data such as user names and addresses.

"Despite recent comments in the media to the contrary, DoubleClick is committed to protecting the privacy of individuals on the internet," said Chantelle Kirkman, managing director, DoubleClick, TechSolutions Australia.

"Kevin O'Connor (CEO of DoubleClick) was recently attributed with saying that personal data such as user names and addresses could be supplied to online advertisers without a user's active consent or payment," she said. "This is simply untrue. DoubleClick does not and cannot capture those kinds of personal details."

Kirkman said DoubleClick's business was dependent upon consumers having the confidence to go online without fear of personal details being used in an unscrupulous manner.

"DoubleClick does use cookie technology as a means for ensuring frequency capping, the number of times an advertisement is presented to an individual. (But) to attempt to profit from the exploitation of individuals' online privacy would be a very short-termed approach and DoubleClick is here for the long haul.

"It just doesn't make good business sense," she said.

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