• by Wendy Davis , Staff Writer @wendyndavis, May 23, 2013

The Internet standards group World Wide Web Consortium has been trying for two years to figure out how to interpret do-not-track signals sent by browsers.

So far, that initiative hasn't produced an agreement. Will it? Not a chance, says Evidon CEO Scott Meyer. The effort has “already failed,” Meyer said this afternoon, in response to a question about what media buyers need to know about do-not-track. “It will be dead in a couple of weeks,” he added. “You don't have to worry about that.”