Feline
2nd Feb 2000, 22:37
CDT POLICY POST Volume 6, Number 3 February 1, 2000
A BRIEFING ON PUBLIC POLICY ISSUES AFFECTING CIVIL LIBERTIES ONLINE
from
THE CENTER FOR DEMOCRACY AND TECHNOLOGY
CONTENTS:
(1) CDT Empowers Consumers to Reject DoubleClick's Double-Cross
(2) How DoubleClick's Tracking System Works
(3) Policy Post Administration
____________________________________________________________ __________
(1) CDT EMPOWERS CONSUMERS TO REJECT DOUBLECLICK'S DOUBLE-CROSS
DoubleClick, a company that uses "cookies" planted on the computers of many
Internet users to customize online advertisements, has begun to link up
online surfing habits and purchases with offline names, addresses and other
identifying information, putting in place the last piece of a comprehensive
Internet tracking system and threatening to deprive consumers of control
over their identity online. DoubleClick's network includes such large Web
sites as Altavista, the New York Times and Sesame Street.
But Internet users who care about their privacy can take action against the
DoubleClick double-cross, reassert control over their data, and in the
process send a message through the marketplace that anti-privacy business
practices don't pay.
As a follow-on to "Operation Opt-Out," CDT has created a new Web site where
users can opt-out of the DoubleClick cookie system and tell DoubleClick's
partners "I Will Not Be Targeted."
The special site is at <http://www.cdt.org/action/doubleclick.shtml>. There
you can:
1) Opt-out of DoubleClick's profiling activities - Opt-out is not the
complete answer to online privacy woes. But with a single click, you can
render DoubleClick's cookies meaningless on your computer.
2) Send a message to DoubleClick's member Web sites. We don't know which
ten sites are disclosing subscriber identities to DoubleClick - when we
find out we'll tell you - so for now you can use our site to spread the
message to all major DoubleClick partners that your identity isn't to be
sold or traded away to DoubleClick.
3) Send a message to DoubleClick's CEO that you want to decide what Web
sites know your identity. We have created a simple online template that
generates an email to DoubleClick CEO Kevin O'Connor.
If you care about your privacy and want to surf the Web without your every
move being recorded in a giant database and connected to your name, it's
time to just say no to DoubleClick's profiling. And tell the companies
that work with DoubleClick that your identity isn't for sale.
____________________________________________________________ __________
(2) HOW DOUBLECLICK'S TRACKING SYSTEM WORKS
When a user visits one of thousands of popular Web sites in the DoubleClick
system, DoubleClick plants a "cookie" (an id number of sorts) on the user's
computer. Most users don't even know that the cookie is in operation. The
cookie allows the DoubleClick network to recognize that computer when it
visits the same site again or another site, allowing, for example, online
publishers and advertisers to customize content and advertisements based on
a user's prior visits.
DoubleClick uses "cookies" to collect information about how individuals use
the Web -- the sites they visit, the search terms they use and other
queries they make, their online purchases, their "click through" responses
to advertisements. In addition to compiling long lists of visited sites
and pages, a user profile may contain "inferential" or "psychographic" data
- information that the company infers about users based on their surfing
habits.
DoubleClick has repeatedly stated that its cookies identified computers,
not people - that it couldn't link its "cookies" to names and home
addresses or other elements of personal identity and didn't want to do so.
Now, DoubleClick acknowledges that it has begun to tie surfing habits and
online searches to personal identity. DoubleClick has quietly entered into
an arrangement to collect names, addresses, and other personal information
from Web sites where Internet users knowingly register. So far, at least
ten Web sites (the Company hasn't said who they are) are participating by
providing DoubleClick the identity of their subscribers. Thus, DoubleClick,
to whom you have never revealed your identity, may have access to your
name, credit card number, and home address.
When a site discloses your identity to DoubleClick, the final piece of a
massive tracking system falls into place. DoubleClick can link your cookie
to your name whenever you visit any of the 1,500 Web sites in the
DoubleClick network, which includes such prominent online companies as CBS
Sportsline, Travelocity, drkoop.com, Mindspring, TheStreet.com, NBC and the
Wall Street Journal. From then on, as you surf the Web, DoubleClick knows
who you are, and can track your online habits, purchases and even search
terms.
Moreover, DoubleClick can tie information about your use of the Web to
information about your offline habits -- gathered by DoubleClick's recently
acquired catalog purchasing database company, Abacus.
For more background:
The story by Will Rodger in USAToday that first revealed the DoubleClick
practice:
<http://www.usatoday.com/life/cyber/tech/cth211.htm>
CDT's testimony on online profiling and advertising companies, including
DoubleClick:
<http://www.cdt.org/testimony/ftc/mulliganFTC.11.30.99.shtml>
____________________________________________________________ __________
(3) POLICY POST ADMINISTRATION
To subscribe to CDT's Policy Post list, send mail to [email protected] In
the BODY of the message type "subscribe policy-posts" without the quotes.
To unsubscribe from CDT's Policy Post list, send mail to [email protected]
In the BODY of the message type "unsubscribe policy-posts" without
the quotes.
Detailed information about online civil liberties issues may be found at
<http://www.cdt.org/>
This document may be redistributed freely in full or linked to
<http://www.cdt.org/publications/pp_6.03.shtml>. Excerpts may be re-posted
with prior
permission of [email protected]
Policy Post 6.3 Copyright 2000 Center for Democracy and Technology
------------------
Feline
(I Sit, I Watch, I Smile)
A BRIEFING ON PUBLIC POLICY ISSUES AFFECTING CIVIL LIBERTIES ONLINE
from
THE CENTER FOR DEMOCRACY AND TECHNOLOGY
CONTENTS:
(1) CDT Empowers Consumers to Reject DoubleClick's Double-Cross
(2) How DoubleClick's Tracking System Works
(3) Policy Post Administration
____________________________________________________________ __________
(1) CDT EMPOWERS CONSUMERS TO REJECT DOUBLECLICK'S DOUBLE-CROSS
DoubleClick, a company that uses "cookies" planted on the computers of many
Internet users to customize online advertisements, has begun to link up
online surfing habits and purchases with offline names, addresses and other
identifying information, putting in place the last piece of a comprehensive
Internet tracking system and threatening to deprive consumers of control
over their identity online. DoubleClick's network includes such large Web
sites as Altavista, the New York Times and Sesame Street.
But Internet users who care about their privacy can take action against the
DoubleClick double-cross, reassert control over their data, and in the
process send a message through the marketplace that anti-privacy business
practices don't pay.
As a follow-on to "Operation Opt-Out," CDT has created a new Web site where
users can opt-out of the DoubleClick cookie system and tell DoubleClick's
partners "I Will Not Be Targeted."
The special site is at <http://www.cdt.org/action/doubleclick.shtml>. There
you can:
1) Opt-out of DoubleClick's profiling activities - Opt-out is not the
complete answer to online privacy woes. But with a single click, you can
render DoubleClick's cookies meaningless on your computer.
2) Send a message to DoubleClick's member Web sites. We don't know which
ten sites are disclosing subscriber identities to DoubleClick - when we
find out we'll tell you - so for now you can use our site to spread the
message to all major DoubleClick partners that your identity isn't to be
sold or traded away to DoubleClick.
3) Send a message to DoubleClick's CEO that you want to decide what Web
sites know your identity. We have created a simple online template that
generates an email to DoubleClick CEO Kevin O'Connor.
If you care about your privacy and want to surf the Web without your every
move being recorded in a giant database and connected to your name, it's
time to just say no to DoubleClick's profiling. And tell the companies
that work with DoubleClick that your identity isn't for sale.
____________________________________________________________ __________
(2) HOW DOUBLECLICK'S TRACKING SYSTEM WORKS
When a user visits one of thousands of popular Web sites in the DoubleClick
system, DoubleClick plants a "cookie" (an id number of sorts) on the user's
computer. Most users don't even know that the cookie is in operation. The
cookie allows the DoubleClick network to recognize that computer when it
visits the same site again or another site, allowing, for example, online
publishers and advertisers to customize content and advertisements based on
a user's prior visits.
DoubleClick uses "cookies" to collect information about how individuals use
the Web -- the sites they visit, the search terms they use and other
queries they make, their online purchases, their "click through" responses
to advertisements. In addition to compiling long lists of visited sites
and pages, a user profile may contain "inferential" or "psychographic" data
- information that the company infers about users based on their surfing
habits.
DoubleClick has repeatedly stated that its cookies identified computers,
not people - that it couldn't link its "cookies" to names and home
addresses or other elements of personal identity and didn't want to do so.
Now, DoubleClick acknowledges that it has begun to tie surfing habits and
online searches to personal identity. DoubleClick has quietly entered into
an arrangement to collect names, addresses, and other personal information
from Web sites where Internet users knowingly register. So far, at least
ten Web sites (the Company hasn't said who they are) are participating by
providing DoubleClick the identity of their subscribers. Thus, DoubleClick,
to whom you have never revealed your identity, may have access to your
name, credit card number, and home address.
When a site discloses your identity to DoubleClick, the final piece of a
massive tracking system falls into place. DoubleClick can link your cookie
to your name whenever you visit any of the 1,500 Web sites in the
DoubleClick network, which includes such prominent online companies as CBS
Sportsline, Travelocity, drkoop.com, Mindspring, TheStreet.com, NBC and the
Wall Street Journal. From then on, as you surf the Web, DoubleClick knows
who you are, and can track your online habits, purchases and even search
terms.
Moreover, DoubleClick can tie information about your use of the Web to
information about your offline habits -- gathered by DoubleClick's recently
acquired catalog purchasing database company, Abacus.
For more background:
The story by Will Rodger in USAToday that first revealed the DoubleClick
practice:
<http://www.usatoday.com/life/cyber/tech/cth211.htm>
CDT's testimony on online profiling and advertising companies, including
DoubleClick:
<http://www.cdt.org/testimony/ftc/mulliganFTC.11.30.99.shtml>
____________________________________________________________ __________
(3) POLICY POST ADMINISTRATION
To subscribe to CDT's Policy Post list, send mail to [email protected] In
the BODY of the message type "subscribe policy-posts" without the quotes.
To unsubscribe from CDT's Policy Post list, send mail to [email protected]
In the BODY of the message type "unsubscribe policy-posts" without
the quotes.
Detailed information about online civil liberties issues may be found at
<http://www.cdt.org/>
This document may be redistributed freely in full or linked to
<http://www.cdt.org/publications/pp_6.03.shtml>. Excerpts may be re-posted
with prior
permission of [email protected]
Policy Post 6.3 Copyright 2000 Center for Democracy and Technology
------------------
Feline
(I Sit, I Watch, I Smile)