Analysis: The downside of "do not track"

11/5/2007 | Bloomberg Businessweek

While privacy advocates are pushing the FTC to maintain an opt-out list for Web users who do not wish to be tracked and targeted by advertising networks, many in the industry fear that such a list could cause an uptick in advertising clutter. As Specific Media CEO Tim Vanderhook put it: "The value of advertising on the Internet would drop because you couldn't say, 'This is a finance person. Let me show them a finance ad. So the only way to make as much money is a) make them pay or b) show them more ads."

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