"You have to go through all these unnecessary steps to get to an offer, " Chahal says.
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2.
In 1996, the European Court of Human Rights ruled in a case known as Chahal that this system was untenable.
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3.
But "DoubleClick has set a benchmark, " says Gurbaksh Chahal, co-founder and CEO of the privately-owned Blue Lithium, which helps advertisers manage their online campaigns.