World Wide Internet Group Gets Lost In Weeds As It Tries to Define ‘Do Not Track’
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The World Wide Web Consortium, an international group of academics, consumer advocates, and representatives from business, has among its mandates one of acute interest to the online ad industry: how web sites should respond when a user says he’d rather not be tracked, a so-called “Do Not Track” standard.
But that narrow goal has proven nettlesome to the point of distraction. Rather than moving close to a solution, this non-governmental body is taking the concept of government sausage-making to a whole new level.
Granted, its entire process was thrown into flux when Microsoft introduced its default do not track (DNT) system in its latest version of Internet Explorer late last year. Redmond decided that the best way to serve consumers was to turn off tracking by default–and allow them to elect to be tracked by third-parties if they wanted to.
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