Privacy advocates launched anti-DoubleClick campaigns two weeks ago, targeting the online ad giant's plans to link separate databases that track online browsing and offline spending. Now state and federal officials are taking a closer look at DoubleClick's privacy policies.
On Thursday the Michigan attorney general's office said it began legal proceedings against the New York-based firm. DoubleClick profiles include information about web sites visited and the duration of visits; user's language; and what web browser they use. The Michigan attorney general estimates that DoubleClick has compiled between 80 and 100 million detailed profiles, tracking activity on more than 10,000 web sites that span from AltaVista to The New York Times.