Double Click Case

Organizations experience many challenges every day and e-business comes with different set of rules, regulations, and policies companies need to follow and stay in business legally. The purpose of this paper is to discuss and analyze some of the challenges Double Click will be facing. Double Click is a leading provider advertising on the World Wide Web. A few things that will be addressed is the legal issues, ethical issues, and regulatory issues by the company. The first issue that will be addressed is the legal issues.

Reading the case study and writing this paper, some may say the company Double Click has done nothing wrong. However, once the case is analyzed, and information is gathered, the company has legal issues that exist such as profiling, privacy breach, and using cookies to track possible customers. Privacy breach exists because of how Double Click receives their information. Internet website use cookies to store users' information to complete sale transactions. A cookie is described as a harmless computer program when a website installs onto the individuals computer hard drive.

The way the system works is Double Click assigns cookies to each individual who clicks on a banner, and that will store the individual's information without the individual knowing. Once the server has collected the information the company can begin to profile each person who click on the ads, and this is because the consumers information was stored in cookies. Once this occurs, Double Click servers build a database for customers who like and dislike their items, and this will help and allow the servers to select certain advertising that will meet customer's interest.