Opt-out button won't halt all data collection, experts say

02/27/2012 | New York Times (tiered subscription model), The

The Obama administration's plan for an online-privacy "bill of rights" won't prevent online advertisers from gathering and using consumers' data, experts say. The plan will see a "do not track" button added to browsers, but many publishers and search engines will be allowed to sidestep the opt-out feature to serve up customized content to their users. "'Do Not Track' is a misnomer," said Stuart P. Ingis of the Digital Advertising Alliance. "This is stopping some data collection, but it's not stopping all data collection.”

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