Online ad firm DoubleClick will follow new guidelines for using consumers’ personal details as part of a deal with ten US state attorneys general.

The agreement brings to an end an investigation into how the agency employs such data. Although it will pay $450,000 (€459,442; £294,432) to cover the cost of the inquiry, DoubleClick has not admitted to breaking any rules.

Among the new obligations for the storage and application of personal information are: publishing a privacy policy detailing how data are used; not showing a client information gathered on behalf of a different client; and taking online details off the web after three months. DoubleClick will also employ a third-party group to make sure it follows the terms of the settlement.

The investigation resulted from concerns over DoubleClick’s ability to merge on and offline consumer data after it purchased bricks-and-mortar direct marketer Abacus Direct in 1999.

The states involved are: Arizona, California, Connecticut, Massachusetts, Michigan, New Jersey, New Mexico, New York, Vermont and Washington.

Data sourced from:; additional content by WARC staff