DoubleClick settles state investigations

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New York--DoubleClick Inc. Monday settled with 10 state attorneys general after a two-and-a-half year investigation into the company's ad serving practices. Investigators were looking for possible privacy violations.

DoubleClick agreed to pay $450,000 to defray investigation costs and will "continue to adhere to specific requirements regarding disclosure, data storage and data usage," according to a company statement. The agreement, which gives consumers access to their online profiles, is not an admission of wrongdoing.

"DoubleClick is to be commended for its cooperation in setting an industry standard for promoting consumer privacy in the data collection and tracking taking place across networked Web sites," New York Attorney General Eliot Spitzer, who led the investigation, said in a statement.

Separately, DoubleClick on Tuesday announced its DARTmail ListDriver, an online e-mail list rental tool it says will help list owners, list managers and list brokers manage list functions efficiently and cost effectively. Customers for the product include Walter Karl Inc. and MaxWorldwide.

--Carol Krol

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