AdAge reports on a recent proposal from the ad industry on the Worldwide Web Consortium’s Do-Not-Track signal that would allow firms to continue collecting data on users even after a user opted out of tracking. The tradeoff is that the firms would agree to strip the data of certain information. One expert says such a proposal “ignores the fact that if you collect multiple data points about a unique identifier, you can eventually determine…personal characteristics.” Mike Zaneis of the Interactive Advertising Bureau (IAB) said IAB publishers have seen the number of users sending Do-Not-Track signals “creeping up” to about 20 percent “because anybody could send a DNT flag.” But Mozilla Chief Privacy Officer Alex Fowler has asked for proof on those numbers.
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