Marketers should "very, very concerned" about Do Not Track regulations now in the offing, writes Netmining President Christopher Hansen. Ad-tech stakeholders are barely represented in the W3C Tracking Protection Working Group governing body, he notes. Ad tech companies should be asking questions about the policy, such as whether browsers should be expected to communicate the details of DNT to consumers, what a DNT policy would mean to the business landscape, and "Why aren't long-tail publishers and other small businesses part of the W3C working group?" Hansen writes.
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