DoubleClick discontinues Web tracking service

Web advertising and marketing company DoubleClick has dropped its Intelligent Targeting service which tracked Web browsing...

Web advertising and marketing company DoubleClick has dropped its Intelligent Targeting service which tracked Web browsing habits.

The company said in a statement: "Given the focus of our business, we have decided that the Intelligent Targeting product is not something we plan to pursue in today's environment."

Intelligent Targeting enabled advertisers to send ads to consumers who indicated a specific interest area, either through recent or frequent visits to particular types of Web sites, according to a description of the service on the DoubleClick Web site. The service tracked Web clickstream information.

DoubleClick is not focusing on this particular technology and is not dedicating resources to it, a company spokesperson said.

However analyst Rob Enderle, at Giga Information Group, said Intelligent Targeting was "too much [like] Big Brother". He explained: "Users didn't like the fact that they were being tracked, so at the end of the day, the technology got a bad name."

"I think it became very difficult for retailers to use the technology, primarily because it gave them a bad name by association," Enderle said.

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