DoubleClick said it hopes that the agreement will provide it with a baseline privacy system for all of its international services. It follows only a few other large US companies, including Hewlett-Packard, Intel and Microsoft, in joining the scheme.
DoubleClick has previously been accused of collecting specific personal data on consumers through its banner ads. However, the company has always maintained that any information collected in such a way is merely aggregated data that cannot be traced to individual users.