DoubleClick pays up to end privacy probes
Foots states' bills
Online advertising systems maker DoubleClick Inc said yesterday that an investigation by ten US States Attorneys General into its privacy protection practices has been halted after the company agreed to a number of safeguards on its data usage and agreed to pay out $450,000 to offset the cost of the probe.
The deal also forces DoubleClick to store data over three months old offline and to develop a system that allows consumers targeted by its DART ad serving system to view the categories of advertising their cookie is associated with. Third-party auditors will be hired to independently review DoubleClick's compliance with the policies.
The New York-based firm said the settlement does not amount to an admission of guilt. The attorneys general for the states of New York, which led the inquiry, Arizona, California, Connecticut, Massachusetts, Michigan, New Jersey, New Mexico, Vermont and Washington were involved in the probe.