Google DoubleClick buyout attacked in complaint filed with FTC

Stan Beer
Saturday, 21 April 2007 09:31

Your IT - Home IT

"A January 2006 poll of 1,000 Google users found that 89% of respondents think their search terms are kept private, and 77% believed that Google searches do not reveal their personal identities. These numbers indicate that Google’s practices violate the public’s expectation of privacy with respect to the collection and use of search history data. The fact that Google collects its users’ search terms in connection with their IP address is not disclosed on Google’s “Privacy Policy Highlights” or on its full “Privacy Policy”. A user must click on four links from the Google homepage in order to obtain this information," the submission states.

The submission also attacks DoubleClick's user tracking technology, claiming that it does not comply with well established privacy standards.

"Using the unique numbers contained in cookies, DoubleClick’s “DART” (Dynamic, Advertising, Reporting, and Targeting) technology enables advertisers to target and deliver ads to Web users based on pre-selected criteria. DoubleClick retains large volumes of consumer data. Its DART technology relies on consumer demographic information in order to execute behavioral targeting of advertisements. Behavioral targeting provides a far-reaching range of nformation about users, including web surfing, shopping cart behavior, and use of broadband video. DoubleClick does not comply with such well established government and industry privacy standards as the OECD Privacy Guidelines," the submission states.

The submission concludes with claims that Google's conduct will expose Internet users to surveillance by law enforcement agencies worldwide and encourage companies to collect large volumes of information on individual consumers using decelptive practices. It also attempted to sound an ominous warning about Google's growing power.

"Google’s proposed acquisition of DoubleClick will give one company access to more information about the Internet activities of consumers than any other company in the world. Moreover, Google will operate with virtually no legal obligation to ensure the privacy, security, and accuracy of the personal data that it collects. At this time, there is simply no consumer privacy issue more pressing for the Commission to consider than Google’s plan to combine the search histories and web site visit records of Internet users," the submission concludes.