Ad Industry Proposal: ‘Do Not Track’ Should Let Us Track Anyway
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With two weeks left until its own latest deadline to agree on “Do Not Track” standards for web browsers, a Worldwide Web Consortium working group has been thrown for a loop by a new proposal from its ad industry members.
The proposal would alter the way analytics firms, marketers and others that track web surfers would have to react when they encounter a Do Not Track signal, letting them continue collecting and using behavioral data. In exchange, the industry would agree to strip that data of certain information it may keep otherwise.
If a user with Do Not Track enabled visits Cars.com, for example, the proposal would let third parties peg him as interested in cars but not as a visitor to that particular site. Stricter Do Not Track standards being considered would let Cars.com tag visitors to its own site but prevent third parties from dropping cookies on those visitors.
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