"Time is of the essence," wrote Bob Liodice, president and CEO of the ANA, referring to a Federal Trade Commission report that recommended Congress consider a
"Do Not Track" regime. Such a regime could have serious repercussions for the $25 billion online advertising industry, which is increasingly reliant on online behavioral tracking to place more
efficient and relevant advertising on the Internet.
So far, two major advertising firms, VivaKi and GroupM, representing some of the nation's largest advertisers such as AT&T, Verizon, Procter & Gamble and Chrysler, have committed to bring their clients into compliance with the DAA's program.