DoubleClick Inc.'s Merger With Abacus Direct

DoubleClick stated at the outset of its business that it would not collect personally identifiable information. Its business was solely aimed at tracking general web surfing p`tterns to assist clients in targeting their ads toward consumer groups that would be more responsive to them. However, after acquiring Abacus Direct, DoubleClick reneged on this good-faith pledge by allowing their data, which could not be tracked to a specific user, to be merged with Abacus's personally identifiable data thus making DoubleClick's data equally personally identifiable. DoubleClick was changing the way it does business, and it did not make a bold public statement to indicate this to consumers; it did so very quietly, ostensibly hoping that no one would notice. This was essentially a breach of good faith, signaling that DoubleClick did not take consumers' privacy seriously despite its earlier claims to be guarding that privacy. Once the potential for greater profit presented itself, DoubleClick tossed aside its scruples about invading people's privacy and just did what would further its profits. DoubleClick failed to consult the consumers whose personal information it was airing before violating their priva