April 29th, 2014

Ad Industry Will Soon Unveil a Do Not Track Browser Solution

By Katy Bachman
Ad Week

Consumers will be able to opt out of data collection

After dissing the likes of Microsoft and Mozilla for their default Do Not Track browsers and after walking out of the World Wide Web Consortium’s tracking protection working group, the advertising industry (through the Digital Advertising Alliance) plans to unveil its own one-click browser solution that will allow consumers to opt out of web site data collection.But don’t call it “Do Not Track.”

The solution, which the DAA calls “browser choice”, was two years in the making. When rolled out (it’s expected within the next few weeks), it will fulfill a promise the industry made back then to the Federal Trade Commission that the industry would “begin work to add browser-based header signals to the set of tools by which consumers can express their preferences under the DAA principles.”

Read more: http://www.adweek.com/news/technology/ad-industry-will-soon-unveil-do-not-track-browser-solution-157356

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