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The IAB is supporting calls for proposed privacy and data legislation that ban the use of ad-tracking technology. In a blog post, the IAB's Randall Rothenberg and Dave Grimaldi acknowledged that the organization has reversed its stance on legislation pointing to the increased need for consumer privacy and a void in standardized solutions, saying, "We should have consistent principles and tools, premised on federal, and possibly globally recognized, rules and enforcement, that will provide consumers easy, automatic security and privacy."

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