DoubleClick continue to collect personal data

DoubleClick, a well known internet advertising company, has raised the ire of privacy groups by collecting data on consumers. Even though DoubleClick is the target of a Federal Trade Commission, it stands by it decision to continue to collect personal information on consumers for customized advertising. DoubleClick's Kevin O'Connor stated that he thought that "consumers are very, very comfortable with giving up personalized information for customization". Instead of focusing on push-content, O'Connor predicted that content filtering based on consumers preferences would be the way of the future. He went on further to say "People realize for the Internet to remain free, you need advertising". While advertising may be a necessary evil, some see the collection and use of consumers personal information for advertising as overstepping the bounds of privacy.