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Do Not Track Excitement May Soon Be Tempered

ONLINE PRIVACY—U.S.

February 24, 2012

Excitement over announcements that Google and other Digital Advertising Alliance members will support do not track (DNT) technology may be tempered when the differences between what consumers expect and what industry is willing to give are realized, CNET News reports. Some experts say the announcement is industry's attempt to avoid World Wide Web Consortium (W3C) DNT standards, which have been in the works for some time. Carnegie Mellon's Lorrie Cranor is concerned that industry players are thinking more narrowly than consumers, and perhaps "we'll have a button that allows people to prevent targeted advertising but doesn't actually allow them to opt out of being tracked." Meanwhile, two U.S. legislators are pushing ahead with do-not-track legislation.
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