Fulfilling a promise it made to the Federal Trade Commission two years ago, the advertising industry, through the Digital Advertising Alliance (DAA), will soon roll out a mechanism allowing consumers to opt out of online tracking, reports Adweek. “Browser Choice” is a one-click solution that is comprised of some features of the DAA’s self-regulatory ad choices program and, according to DAA Executive Director Lou Mastria, will also have monitoring and compliance. Importantly, Mastria added, "We'll have the whole industry buying into it. The broad buy-in is what makes it a meaningful program. We won't face the challenge about implementation and enforcement."
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