DoubleClick Buys Abacus (A) Harvard Case Solution & Analysis

Acquiring Abacus, DoubleClick received the power to serve ads with unprecedented precision, because it is collected online and offline identities of web surfers. Some competitors have developed advanced systems to serve ads on the website, but DoubleClick had the advantage of an early start and a large installed base of customers. When DoubleClick changed its privacy declaration, to allow him to use the full potential of their consolidated database, however, he found himself at the center of the scandal privacy. "Hide
by John Deighton Source: Harvard Business School 16 pages. Publication Date: April 26, 2000. Prod. #: 500091-PDF-ENG

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