Data brokers and technology and ad companies are the target of the Federal Trade Commission, which issued warnings and called on Congress to take action to give consumers more control over their online information. In particular, the FTC cautioned that if adequate and transparent "do not track" standards are not implemented by the online industry, the commission would back legislation to mandate a solution. IAB senior vice president and general counsel Michael Zaneis cautioned against tagging publishers, advertisers and ad networks as "data brokers" under any new regulations. "We would not want to see legislation introduced that would harm the most fundamental operations of the Internet," he said.

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