DoubleClick says Google Won't Use Data to Keep Tabs on Consumers' Habits

By Pradip Bhatacharya

TMCnet Contributing Editor

 

DoubleClick (News - Alert) (News - Alert) Inc., the premier provider of digital marketing and technology services, recently acquired by Google Inc., has issued a statement denying that the data it collects would be used by Google (News - Alert) to keep tabs on consumers’ spending and browsing habits.



“Since the announcement of Google’s intention to acquire DoubleClick, several media reports have incorrectly suggested that data collected by the company’s online display advertising technology could be used by Google, or combined with information owned by Google,” the statement released Friday reads. “This is simply not the case.”

“Further, Google would not be able to match its search data to the data collected by DoubleClick, as DoubleClick does not have the right to use its clients' data for such purposes,” the statement said. “By contract, DoubleClick has only the limited rights to use data for its aggregate reporting and to disclose data, if so required, to government authorities.”


It may be noted EPIC asked the FTC to halt Google’s tie-up with DoubleClick, its largest deal to date. The challenge came up after a consumer group asked the Federal Trade Commission Friday to investigate and block Google Inc.’s proposed $3.1 billion purchase of online advertising firm DoubleClick Inc. unless the companies improve consumer privacy protections.

DoubleClick serves up billions of graphical display ads every day from corporate marketers on thousands of sites across the Web. Google, the leader in an alternative form of online marketing that places ads alongside Web search results, would emerge as an even more powerful force in the online ad market if the DoubleClick deal closes as planned later in 2007.

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Pradip Bhattacharya is a contributing writer for TMCnet.