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Study Shows Companies Inconsistent on Do Not Track

BEHAVIORAL TARGETING—U.S.

July 14, 2011

A Stanford Center for Internet & Society study has shown that some companies are not following their own do-not-track rules, reports Ars Technica. The study examined the tracking behavior of 64 National Advertising Initiative (NAI) members once users turn on do-not-track settings or opt out of behavioral advertising. Of the 64, eight companies kept some form of unique user information on users' computers after they opted out of tracking, the report states. The findings also showed that some went above the minimum requirements for NAI members, with two companies honoring browser-specific do-not-track headers and 10 both stopping tracking and removing cookies altogether.
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