An analysis of Doubleclick's acquisition of Abacus Direct.
Written in 2009; 2,475 words; 14 sources; APA; $ 75.95
Paper Summary:
This paper explains that the privacy challenges, which were inherent in DoubleClick's business model and further accentuated by its acquisition of Abacus Direct, have become a precedent for Internet privacy cases and litigation. The advantage of Abacus Alliance to DoubleClick was the ability to segment on additional dimensions, including the use of psychographics, with greater levels of accuracy. The paper relates DoubleClick's response to legal charges and its privacy policy and then provides suggestions for revising the company's information systems architecture.
Table of Contents:
Introduction
Advantages of Abacus Direct
Critiquing DoubleClick's Response to Charges
Assessing DoubleClick's Privacy Policy
Revising and Augmenting an Information Systems Architecture
From the Paper:
"Despite the initial steps that DoubleClick had taken to respond to privacy advocates' concerns, the pressure continued until specific aspects of how cookies were managed, reporting managed and the integration of Abacus Data were handled were all modified. These steps also ensured that consumers' privacy would be maintained while not comprising the innate strengths of the DoubleClick business model and unique strengths as a platform for Internet marketing campaign planning and execution."
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