Why should it be easier to combine offline and online data now than a decade ago when privacy concerns that led to the the DoubleClick-Abacus deal being quashed. Besides institutional
measures like the National Advertising Initiative, Nuzzo said there's simply more acceptance in the marketplace of matching online and offline information. But he said he still wouldn't be surprised
if there was a "hue and cry" and someone tried to make a story out of what's happening with behavioral targeting. With BT heating up as an online ad approach, it seems that its not just the media but
Congress and agencies like the FTC that are taking greater interest in protecting privacy as BT becomes more sophisticated and pervasive online.
