Do Not Track efforts are not keeping up with the trend of users accessing the Internet via mobile devices and more time spent within mobile applications, Brian Fung writes. "Compared against all forms of browsing (desktop and mobile), we spend 30% more time in apps than we do surfing the Web. That gives advertisers a compelling reason to expand in-app advertising," which makes browser-based Do Not Track irrelevant, Fung writes. The Federal Trade Commission's proposed platform-level Do Not Track might do the trick, but not unless Congress pushes it in that direction, Fung writes.

Related Summaries