The inability of digital advertisers and Web browser makers to agree on how "do not track" signals should be used may spur a technological battle forcing each side to constantly outdo the other, some analysts say. The Tracking Protection Working Group is near its end-of-July deadline to establish voluntary guidelines agreed upon by the ad industry and privacy advocates, but little consensus has emerged. "There will be increased blocking from the user and browser side, and there'll be increasingly sophisticated tracking from the advertising side," said Peter Swire, a co-chairman of the working group.

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