After Bitter Fight, Industry To Embrace “Browser Choice” (AKA Do Not Track)

online privacyThe online advertising industry has apparently done an about-face on “Do Not Track” (DNT). According to AdWeek the Digital Advertising Alliance will soon unveil a DNT solution that will euphemistically be called “browser choice.”

The article says, “The final product will include some of the same hallmarks of the DAA’s ad choices self-regulatory program, which allows consumers to opt-out of online behaviorally-targeted advertising by clicking on a little blue icon that appears on ads.”

Specifics of how “browser choice” will work have yet to be revealed. However it won’t affect first-party publishers (e.g., the New York Times); it will be directed toward third-party networks and data collection.

The DAA asserts that there will be universal buy-in from publishers, networks and marketers and there reportedly won’t be any challenges with compliance. Previous DNT moves have met with resistance by ad networks. For example, many ad platforms/networks said they would simply ignore IE 10′s default DNT browser settings.

Surveys suggest DNT browser features would be extremely popular with consumers. One recent survey from a company called Communispace found that 87 percent of respondents would enable or click a DNT button if it were available.

A separate 2013 survey from a group called Consumer Action found that 83 percent of consumers would prefer DNT as the default browser setting, as long as they have the capacity to turn ad targeting/tracking back on.

These consumer positions are deeply at odds with increasingly sophisticated data mining and the combination of data sets by marketers. However few consumers want to be left only with “Christian singles” and “acai berries” ads.

The central problems are ones of consumer education and trust. Consumers generally want relevant advertising but don’t entirely understand how that process works behind the scenes. The existing “ad choices”  initiative doesn’t really do the job.

More transparency, straightforward communication and measures that instill consumer confidence that their data won’t be improperly exploited can help reconcile consumer and advertiser interests. It remains to be seen whether the industry will step up to that fundamental challenge.

Postscript:

Yesterday Yahoo announced that it was abandoning DNT, citing a lack of standards: “We have yet to see a single standard emerge that is effective, easy to use and has been adopted by the broader tech industry.”

This announcement appears to contradict the DAA report above. Alternatively Yahoo may be ready to jump on board if the DAA and “browser choice” can generate industry consensus. If there is no consensus, I suspect we’ll see the FTC get back involved.

Related Topics: Channel: Industry | Features & Analysis | Legal: Privacy | Top News

Sponsored


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • http://BullishData.com/ ReevesJB

    This widely expected move still doesn’t seem to resolve the fundamental problems with a DNT standard, though: compliance and enforcement. Why comply with this standard, when the the W3C’s isn’t any better?

    Consumers voice contradictory desires – they don’t want “tracking,” but they do want tailored discounts. Consumer polling on the issue varies widely depending on the wording used too.

    I don’t see this effort going anywhere soon. My thoughts from the breakdown of the W3C’s efforts last year are here, if anyone’s interested: http://www.bullishdata.com/2014/03/05/online-ads-batnas-and-the-failure-of-do-not-track/

  • hameac2034

    They still hold the record. The Bucks were led by center Lew Alcindor.Kristen Cavalry pairs here trendy moto jacket with slinky black leggings kobe bryant shoes for sale and versatile suede boots for a more feminine feel. The moto shows off its true rocker potential with Olivia Wilde matching it with a pair of unforgiving leather pants for a true tough girl motif.4 inches in width, and 9.2 inches in height is appropriate for daily using.People like it! As you can see, that big chunk of information I had just given to you, was to show how her ONE song had made its way up to number one in almost all these different countries.In most severe forms of infection, there would be thousands of mites burrowed within the surface of skin. In such cases, the infestation would occur on the soles, scalp as well as the face.

    Not everyone can wiggle both their ears, so make sure you avoid focusing on one ear – you might not notice the other ear wiggling!Try to move one ear only.How to Get Started on Zelderex OnlineThe first thing you should set at doing is upgrading your Trithium Refinery to level 10, this will take awhile but not too long.Every parent wants to ensure that his kid grows up and becomes an intelligent. Read ArticleYou can check out out their attributes as nicely as rates which make it effortless for you to evaluate distinct footwear and settle on the very best option. So get on the internet and check out out the top rated Ni.

    You can ask how long the company has been in service, what their training is, and how often they update their education. Computer systems ?Ask for a trial at a professional football club, and play really well. Play really well in your local league, get picked for your national squad, then take your country to World Cup glory.When I attempted to consistently workout every week before I worked out in the evening which with my busy schedule nike lebron 11 for sale it was always different. Since my work schedule changes every week and my amount of homework it was hard to keep it consistant.The third and final releasing colorway of the Nike Zoom Kobe VI is the ‘Orange County’ colorway, which features a beach-themed insole and upper with a gorgeous sunset that is the figure of envy from anyone who calls the Northeast home. The wide success of the Zoom Kobe V has opened the door for additional themed colorways, like the All-Star LA Pack, the Batman-inspired colorways, and a few other special releases that have rendered Kobes (and LeBrons) a gimmicky collectible like the SB Dunk.

    Brunswick shoes also have something called MAP pricing this is the minimum price shoes can be sold for.In simple words that means that a pair of shoes can not be sold for less than a pre-determined price.good time. half-hearted.0 and your feet don hurt when you go on rocky surfaces (where the 3.0, you can feel the sharp parts of a rock).Despite being told by teammates he had the best hands in camp, http://www.zshopshoes.co.uk/air-jordan-9-retro-c-1_15/ the Browns eventually cut him and his dreams. The football dream did not end then though, as for the next six years a team would come to offer him a tryout.They are remarkably rare and sold at chosen ‘skateboard only’ shops, in the first place. On top of it, not many dealers get to sell all of the models.

  • hameac2034

    Adidas was originally Adidas Jeremy Scott founded by two brothers together, but after their breaking with each other, the brother of Adolf called Rudolf Dassler created another sports brand kd 6 named PUMA.The original meal has never been found.And clearly, that’s something no one wants.You’ll be very surprised and happy to find affordable prices offered in wholesale shoes.Now it’s just a matter of figuring out how to deal with that effectively.There’s a 6’3″ forward on the women’s national team, and word has it that one of the three big boys is sweet on her.Do You Want To Have The Best Marketing Training

    Meat’ Poultry’ Fish – You must eat no a lot more than 6 ounces of meat’ poultry’ and fish daily.In a hot summer period of time they make available to lower a temperature, keep from a heat and in winter help to warm up you and create a comfort at your apartments.Buying life insurance for the first timeBilingual children showed increased divergent and creative thinking.There are nylon bushings at each connection point on the backboard, air jordan 1 retro and it has strength increasing ?ValuationDimensionsLike many of them, this one has all of the standard features like Java.They include preparation, execution, impact, follow through, and finish or repose.

    Crocs are going to be made of croslite, which is both odor and bacteria resistant.Their biased, prejudied inlamitory commentaries spewed nightly like pea soup from the Exorsist girl viewed by primarily fat welfare women has stirred up so much hate that the lives of the jurors in the Anthony case and Casey herself are in danger.When moving from one museum to another, members of the public become fatigued which affects their memories, which in turn impairs their ability to make comparative judgements between works of art in different locations, when they are only in one museum.Also some games force me to have medium nike zoom hyperchaos detail.

    Binary rf phase modulator switch’s in 3 nanosecond’s.The Diadora soccer shoes range and Diadora Cycling Shoes line are very popular right now.An infection could still be present on your system even if there are no obvious signs.And obviously, the password is included in the message as an image for the convenience of the naive user.In the eighth century, for example, the Liang Tian (or Hall contained a series of fans to keep the Imperial Palace cool.Nike took this concept and applied shock-absorber-like columns cheap air max 2012 on the heel area of their shoes featuring this technology.Thanks again for your comment.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!