About one-fifth of Web users have active do-not-track requests while browsing, and that figure is expected to eventually increase to half of all users, according to the IAB. The increasing percentage of Web users opting for DNT settings puts the advertising industry in a difficult position, said IAB's general counsel, Mike Zaneis. The industry may be leaning toward a strategy of aiming to de-identify data from users who use DNT headers, this article notes.

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