As talks between the advertising industry and consumer groups over "do not track" rules fail, the market is likely to take over and provide privacy-hungry Internet users with a technological solution advertisers do not like, writes John Bussey. Browsers including Apple's Safari and Mozilla's Firefox are likely to put out more advanced privacy protection features, forcing online advertisers to ignore the wishes of consumers if they continue to collect data. "That could put the industry in the sticky position of not just invading privacy but doing so against the expressed desire of consumers," Bussey writes.

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