Do Not Track Group Shoots Down Advertiser Proposal

You would think that something like "do not track" would be fairly straightforward, right? Apparently it requires a bunch of back and forth haggling.

"We will not revisit the choices presented in the DAA change proposal and rejected in this decision," the co-chairs said. The Digital Advertising Alliance represents various advertising and marketing trade groups, though Yahoo, Comcast, and AOL also endorsed the DAA Do Not Track proposal. Among the objections to the DAA proposal, submitted in June, were:

• A narrower definition of what it means to track users;

• A narrower definition of what it means to collect, retain, use, and share data.

• Reliance on a separate DAA opt-out mechanism if users wanted to disable targeted advertising as well as behavioral tracking.

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