Things are looking dire for the online advertising business which, for almost two years, has been fighting tooth and nail against standardizing "Do Not Track" in a way that would make it impossible to tailor ads to consumers' online behavior.
This week tech and browser bigwigs — from Apple to Mozilla — have come out strongly against the online ad community's attempts to create a more moderate DNT policy.
In the past the online ad world has objected to browsers making DNT a default option as opposed to giving consumers the choice to opt-in to blocking themselves from getting tracked. Sources told BI that they felt ambushed by Microsoft when it implemented a default DNT for Internet Explorer 10 last year and there has been loud objections to Mozilla's recent decision to follow suit with a default DNT in Firefox.
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