Ad industry announces data tracking option 2 years in making

04/29/2014 | Adweek

The Digital Advertising Alliance is planning to offer a single-click "browser choice" option for consumers to opt out of some data tracking online. The DAA's solution is separate from a "Do Not Track" initiative by the World Wide Web Consortium and doesn't go as far as Microsoft's version, which blocks tracking by default. "For the Internet to function, there still has to be some data collection," DAA lawyer Stu Ingis says.

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