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DAA Will Require Members To Honor Browser Settings

BEHAVIORAL TARGETING—U.S.

February 23, 2012

General Counsel for the Digital Advertising Alliance (DAA) Stuart Ingis announced on Wednesday that the organization will require companies using its behavioral targeting icon to respect browser-based privacy settings, reports MediaPost. "The DAA will immediately begin work to add browser-based header signals to the set of tools by which consumers can express their preferences," Ingis said. Jon Leibowitz, chair of the Federal Trade Commission, is praising the decision, and Jules Polonetsky, CIPP/US, of the Future of Privacy Forum notes that a browser-based do-not-track system is "far more effective than cookies, because it doesn't get deleted when cookies get deleted." Editor's Note: Hear about emerging privacy issues in Congress during the session Legislative Update with Stuart Ingis at next month's IAPP Global Privacy Summit.
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