Case | HBS Case Collection | 2001 (Revised from original 2000 version)

DoubleClick Buys Abacus (A)

by John A. Deighton
 

Abstract

By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the advantage of an early start and a large installed base of clients. When DoubleClick modified its privacy declaration to allow it to use the full potential of its combined database however, it became the focus of a privacy furor.

Keywords: Online Advertising; Acquisition; Customer Focus and Relationships; Measurement and Metrics; Social Issues; Competitive Advantage; Internet; Advertising Industry;

Format: Print 16 pages Purchase

Citation:

Deighton, John A. "DoubleClick Buys Abacus (A)." Harvard Business School Case 500-091, June 2001. (Revised from original April 2000 version.)

Related Work

  1. Case | HBS Case Collection | 2001

    DoubleClick Buys Abacus (B)

    John A. Deighton

    Supplements the (A) case.

    Keywords: Advertising Industry;

    Citation:

    Deighton, John A. "DoubleClick Buys Abacus (B)." Harvard Business School Case 501-085, June 2001.
    CiteView DetailsPurchase Related

About the Author

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John A. Deighton
Harold M. Brierley Professor of Business Administration
Marketing

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