The DoubleClick Controversy

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : ITSY014 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Internet Companies
Case Length : 11 Pages
Period : 1995-2001
Pub Date : 2001
Teaching Note : Available
Organization :
Industry : Internet Commerce
Countries : USA


The case examines the Internet media company's legal problems due to its controversial website visitor information collection practices. The company's attempts to come out of these problems are also discussed. The case also discusses the issue of privacy on the World Wide Web and the legal, technical and ethical aspects involved.


  Understand the need for protecting the rights of individuals to privacy and to know the intent behind collecting personal information.


  Page No.
A Spate of Lawsuits 1
Background Note 1
The Controversy 2
The_Debate 4
The Future 6
Exhibits 8


Internet, media company,, legal problems, website, visitor information, collection practices, privacy, World Wide Web, legal, technical, ethical.

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