Doubleclick Exits The Ad-Tracking Business

Posted by timothy on Tuesday January 8, 2002 @09:10AM from the these-things-travel-in-packs dept.

Masem writes: "Cnet is reporting that Doubleclick closed down its ad tracking program as of Dec 31 2001, and is shifting from a media company to research and development for online ventures. Doubleclick claims they had upwards of 100million unique tracking profiles at the height of their run, but with the dot-com bust and lower ad revenue rates, ad tracking ran into the red. Even after the worrisome aquition of Abacus Online (which was rumored to allow Doubleclick to connect online and offline consumer profiles), the company could not turn a buck on ad revenues. Time to remove that 'doubleclick.com 127.0.0.1' from /etc/hosts now?""

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Confusing the facts (again)... by Brendan+Byrd · 2002-01-08 10:51 · Score: 4, Redundant

They are getting out of the profile-tracking business, not the ad business. If you didn't notice, DoubleClick's ads are used on virtually every major web site everywhere. They aren't just going to walk away from that.

Frankly, this is barely newsworthy. I guess it's worth mentioning because it's good news for privacy advocates, but other than that, it's just "ad product gets cancelled...big whoop".

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