Early 0s? Presumably not since at the time, doubleclick (now Google) had the same reputation Google has now. At the time, adware and spyware were malware, and there was an industry around anti-malware tools like adaware and spybot: search and destroy. Among other things, IIRC those tools would delete your doubleclick cookies. The distrust was immediate, and if anything people have given up and grown used to malware being part of the OS now.
