In a letter sent this morning to Jeff Jaffe, CEO of the World Wide Web Consortium, the Digital Advertising Alliance (DAA) announced that it is withdrawing “from future participation in the World Wide Web Consortium (W3C) Tracking Protection Working Group (TPWG). After more than two years of good-faith effort and having contributed significant resources, the DAA no longer believes that the TPWG is capable of fostering the development of a workable ‘Do-Not-Track’ (DNT) solution.” Instead, the DAA says it is convening its own DNT process, beginning almost immediately, for evaluating “how browser-based signals can be used meaningfully to address consumer privacy.” That process “will be a more practical use of our resources than to continue to participate at the W3C,” wrote DAA Executive Director Lou Mastria. In this exclusive for The Privacy Advisor, we look at what's next for the DAA, how the DNT process fell apart and whether legislators and the Federal Trade Commission are about to get involved.
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