The true meaning of ‘do not track'

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The widespread adoption of audience targeting by advertisers has prompted the Federal Trade Commission to call for more oversight of the industry through a proposed solution called “do not track.” While the government's intention is noble, do not track has become somewhat of a misnomer by adding more confusion than clarity, according to Mike Bigby and Omar Tawakol, on the BlueKai blog. The duo's point: Do not track currently addresses dealings between Internet users and platforms that provide a universal opt-out feature at the browser level. Rather, this conversation should be between consumers and publishers, they say.
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