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DNT Would Alter, Not Stop Web Tracking

BEHAVIORAL TARGETING—U.S.

February 27, 2012

The New York Times reports on last week's agreement by the online advertising industry to support a do-not-track mechanism and how that will affect online consumer data collection. "'Do Not Track' is a misnomer," says the Digital Advertising Alliance's Stu Ingis. "It's not an accurate depiction of what's going on...This is stopping some data collection, but it's not stopping all data collection." Under the new framework, browser vendors will provide a data collection opt-out in the settings, which will then send a communication about the opt-out to the companies collecting the data. Some privacy advocates say the deal does not go far enough to protect consumer privacy. Meanwhile, a representative from the Interactive Advertising Bureau said a high percentage of consumers opting out would have a "significant negative impact" on third-party advertising networks. (Registration may be required to access this story.)
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