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Beware, what you do may not be private

Online advertising mogul buys offline database marketer

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DoubleClick Moves Into Database Marketing

by Dave Murphy
ISSN 1535-3613

Dave Murphy, ITrain founder DoubleClick, the internet's largest advertising network, created a stir last week in the online advertising world with its announcement to purchase Abacus Direct for more than $900 million. Abacus Direct specializes in offline database marketing.

DoubleClick CEO Kevin O'Connor claims the deal is about "delivering the right message to the right consumer at the right time." Advocates for online privacy worry about this deal because the same type of company that's all about interrupting our dinners with telephone solicitations is now part of the bane of web surfers - overdone banner advertisements.

Abacus Direct's strength is in managing the buying patters on catalog shoppers. DoubleClick's strength is in tracking the online habits of web surfers. The two markets are quite different - on the surface - but underneath both companies are successful because of their abilities to quantify and evaluate large data pools. At the heart of it, both are good at turning data into useful information.

I think there's a good business match here. I'm leaving my opinions guarded about whether this will be good for the rest of us. What do you think? Leave your comments on the message center.

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updated June 19, 1999