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'Do Not Track' Legislation On The Way

Do you remember the "Do Not Call" legislation that was sure to stop telemarketers from disturbing you at 6 p.m. during dinner? Bernard Lunn rehashes a New York Times article that ran in March to bring back a discussion on Do Not Track legislation, likening it to a Do Not Call list. Lunn, who emphasizes marketers are not united in their thinking, gives several reasons why this online legislation is inevitable.

And its passage should redefine the online ad landscape as well. For one, "Do Not Track will be about as much fun for Behavioral Targeting as Do Not Call is for telemarketing vendors," Lunn writes.

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