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Ad Industry Looks At 'Do Not Track' In Browsers

Advertisers are working with Internet browser developers for a "do-not-track" system. An alliance of seven industry trade groups, including the Association of National Advertisers and the 4As, are talking to Microsoft and Mozilla, among others, about how to make such systems work. The tool would allow surfers to let marketers know they don't want their online activity monitored. Both of the above companies have these tools but advertisers would have to honor Web-user "do-not-track" requests for them to have practical value.

Read the whole story at Wall Street Journal »

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