Doubleclick Pays Billions to Settle Privacy Suits - Intel by JazLive

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Doubleclick Pays Billions to Settle Privacy Suits Online advertising agency Doubleclick Inc. has agreed to pay $1.8 million to settle lawsuits claiming that it violated privacy laws by gathering marketing information about computer users. The suits claim that Doubleclick, the largest Internet advertising firm, unlawfully used online profiling software to gather information on consumer's Web-surfing habits. Doubleclick is settling even though some of the suits were dismissed by a federal district judge in New York last year. Other suits were still pending, however, in Texas and California, and the New York plaintiffs were appealing the dismissal by Judge Naomi Buchwald. Analysts said Doubleclick chose to settle the suits because the online profiling is basic to its business and an adverse ruling could therefore be ruinous.